Analysis of the relationship between halal supply chain dimensions and consumers' holistic knowledge of the halal skin care product supply chain: Applications in Indonesia and Turkiye

This study examines the relationship between consumers' knowledge of the halal supply chain dimensions and their holistic understanding of halal skincare products, using a comparative approach between Indonesia and Turkiye. The study focuses on four key dimensions of the halal supply chain: sourcing, production, logistics, and retail. It investigates how knowledge in each dimension, as well as in combination, contributes to consumers' comprehensive understanding of halal skincare. Data were collected using a quantitative method from Muslim consumers in Generation Y and Z in Jakarta and Istanbul through online questionnaires. The results of the study reveal that knowledge across each supply chain dimension has a significant impact on, and is related to, consumers' holistic understanding. Nonetheless, the magnitude of this impact differs across countries. In Indonesia, mandatory halal certification has increased consumer awareness and fostered a more critical attitude towards halal supply chain processes. In Turkiye, where certification is mostly voluntary, consumer knowledge and attitudes are shaped more by brand reputation and social norms. These findings suggest that different educational strategies are needed for each country to improve consumer literacy and support industry compliance with halal standards. This study offers new insights for stakeholders in the halal skincare sector and contributes to the wider discussion of halal consumer behavior at the global level.