Shifting Meanings of Consumer Trust in Halal Labels: A Grounded Theory Study on Young Muslim Entrepreneurs
DOI:
https://doi.org/10.28918/jhc.v1i2.15187Abstract
This study aims to explore the shift in the meaning of consumer trust in halal labels in young Muslim entrepreneurs in Pekalongan Regency. This study uses a qualitative approach with the Grounded Theory method to explore in depth perspectives based on the experiences of informants. The data was collected through semi-structured in-depth interviews with two purposively selected informants, namely an online food entrepreneur and a TikTok affiliate. Data analysis was carried out through the stages of open coding, axial coding, and selective coding to build a conceptual model of trust transformation. The results of the study show that consumer trust in halal labels has shifted from being absolute and normative to more critical, selective, and experience-based. This shift is influenced by consumption experience, unclear certification information, and increased access to digital information and consumer reviews. As a result, halal labels are no longer the sole basis in decision-making, but are considered alongside other factors such as product transparency, reputation, and user experience. The novelty of this research lies in the development of a conceptual model that explains the dynamic process of trust transformation in the context of halal consumption. This research contributes to the development of halal consumer behavior studies. It provides practical implications for business actors and policymakers in increasing transparency, credibility, and adaptive strategies in building consumer trust in halal-certified products.
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