The moderating effect of self–congruence on the relationship between religiosity and muslim Gen Z consumer repurchase intention towards halal food products in Klang Valley area

The rapid expansion of the global halal market has positioned Malaysia as a leading hub, yet understanding the long – term repurchase behavior of the Muslim Generation Z (Gen Z) remains a critical challenge for the industry. This research investigates the moderating role of self – congruence on the relationship between religiosity and Muslim Gen Z consumers repurchase intention towards halal food products in the Klang Valley area. While previous studies have focused extensively on initial purchase intentions, a significant gap exists in explaining the psychological mechanisms that drive sustained brand loyalty in a saturated market. This study employed quantitative approach, collecting data from 314 respondents by using self – administered questionnaires, which were analyzed using Smart Pls 3.0. Contrary to widespread assumption that personal religious obligation is the sole catalyst for halal consumption, the empirical findings demonstrate that religiosity does not exert a statistically significant direct influence on repurchase intention among Muslim Gen Z consumers in Klang Valley area. Instead, the subjective norm was identified as the only religiosity construct with a direct positive impact, highlighting the dominant role of social influence and communal validation in Malaysia collectivist society. A major novelty of this study is the identification of self – congruence as a critical moderator that strengthens the impact of religiosity, knowledge and social responsiveness on repurchase behavior but only when the brand identity aligns with the consumers self – values. This suggests among Muslim Gen Z, identity – consistent branding acts as the moderating force through which abstract religious values are translated into habitual marketplace behavior. Theoretically, this study extends the Self – Congruence Theory, the Theory of Islamic Consumer Behavior (TiCB) and the Theory of Planned Behavior (TPB) by integrating identity – driven framework into the religious consumption context. Practically, the findings provide a strategic roadmap for brands to move beyond halal certification towards authentic value alignment, offering actionable insights for marketers and policymakers in the Malaysia halal industry.