Indonesia Trusting the Algorithm: How Artificial Intelligence Chatbots Influence Halal Purchase Decisions Among Malaysian Generation Z

Nadiah Abdullah, Siti Faidul Maisarah Abdullah, Syahiru Shafiai, Asokan Vasudevan, Vivi Rodliyatuz ZulfaNon-Scopus1 Januari 2026Afiliasi: ID, MY

Abstrak

Artificial intelligence (AI) chatbots have transformed modern e-commerce, evolving from simple information tools into complex environments that significantly shape consumer choices. While current literature covers general technology acceptance extensively, a major gap remains regarding how algorithmic trust affects highly sensitive choices, such as halal consumption. This conceptual paper addresses this gap by proposing a framework to explore how algorithmic trust influences halal purchasing behaviors of Generation Z in Malaysia. This demographic is highly skilled with digital tools but remains deeply skeptical of AI regarding privacy, bias, and decision-making independence. Grounded in the Technology Acceptance Model and Algorithmic Trust Theory, this conceptual study proposes a model examining how perceived reliability, transparency, responsiveness, recommendation credibility, and value alignment shape ethical purchase decisions. As a conceptual paper, no empirical data collection has been conducted; rather, it outlines a proposed cross-sectional survey design and Structural Equation Modelling approach for future empirical testing. By connecting digital trust, youth consumer behavior, and religious values, this conceptual framework provides theoretical insights. The proposed model offers a foundation for businesses and policymakers to design responsible AI solutions that respect cultural differences and engage young consumers.

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