The Influence of Islamic Ethical Orientation on Green Product Purchase Decisions among Generation Z Consumers

Abstract

The accelerating environmental crisis has placed sustainable consumption at the center of marketing and consumer-behavior research, with Generation Z emerging as the cohort most vocal about ecological responsibility. In Muslim-majority societies such as Indonesia, environmental concern increasingly intersects with religious identity, raising the question of whether Islamic ethical orientation grounded in khalifah (vicegerency), maqasid al-shariah (higher objectives of Islamic law), and halal-tayyib (lawful, wholesome consumption) genuinely drives green purchase decisions among young Muslim consumers. This study examines how Islamic ethical orientation shapes Generation Z's environmental attitudes, the psychological mechanisms translating it into green purchase decisions, and the contextual factors conditioning this relationship. Using a systematic literature review, 24 peer-reviewed articles published between 1991 and 2026 in Scopus- and Sinta-indexed journals were screened and thematically synthesized through the Theory of Planned Behavior as an integrating framework. Findings show that Islamic ethical orientation strengthens environmental attitude and self-identity rather than operating through social pressure, that attitude and an emerging eco-halal identity are the dominant psychological pathways linking religiosity to green purchase decisions, and that structural factors price, availability, halal-green certification, and greenwashing skepticism substantially moderate this relationship in emerging Muslim markets. The findings refine Islamic-marketing theory and offer practical direction for halal-green branding targeting Generation Z.