Islamic Marketing, Halal Brand Authenticity, and Gen Z Purchase Intention: Role of Consumer Trust among MSMEs

Abstract

This study aims to examine the relationship between Islamic marketing, halal brand authenticity, consumer trust, and Gen Z purchase intention in the context of micro, small, and medium enterprises (MSMEs). The study specifically seeks to identify how Islamic marketing practices and authentic halal branding contribute to consumer trust and subsequently influence Gen Z consumers’ intention to purchase halal products. This study employed a qualitative systematic literature review (SLR) by analyzing relevant academic publications on Islamic marketing, halal branding, brand authenticity, consumer trust, Gen Z consumer behavior, and purchase intention. Literature was identified through academic databases, including Scopus, Web of Science, ScienceDirect, Emerald Insight, Google Scholar, and SINTA-indexed national journals. The selected literature was analyzed thematically to identify recurring concepts, relationships, and research gaps concerning halal consumer behavior and MSME marketing. The findings indicate that Islamic marketing can strengthen consumers’ perceptions of ethical, transparent, and value-oriented business practices, while halal brand authenticity contributes to perceptions that a brand is genuine, consistent, and credible in fulfilling its halal promises. Consumer trust emerges as an important mechanism connecting these perceptions with purchase intention. For Gen Z consumers, trust is particularly relevant because purchasing decisions are increasingly influenced by digital information, social media, electronic word-of-mouth, halal awareness, and the consistency between brand communication and actual business practices. The synthesis further indicates that MSMEs can strengthen Gen Z purchase intention by integrating Islamic marketing principles with authentic halal branding, transparent communication, consistent product quality, and trust-building strategies.