As a global halal hub, Malaysia faces challenges from diverse imported products and complex food premises. This study analyzes halal certification criteria in Selangor and evaluates how cognitive knowledge shapes the attitudes and behaviors of Muslim consumers in Bandar Baru Bangi. Adopting a mixed-methods design, the research synthesizes a document analysis of the Malaysia Halal Certification Procedure Manual (MPPHM) with quantitative data from 353 respondents. Analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS- SEM) based on the Social Cognitive Theory (SCT) framework. The findings reveal that while certification criteria strictly emphasize the Halal Assurance System (HAS), consumer knowledge is the most powerful determining factor. The structural model proves that knowledge shapes positive attitudes, while attitude acts as a partial mediator that ensures consistency in food selection behavior. These implications urge authorities and the industry to shift from mere logo promotion toward substantive halal education to build a knowledgeable and high-integrity consumer ecosystem.

KEYWORDS
Halal certification, consumer behavior, Social Cognitive Theory, PLS-SEM, food selection

Al-Quran al-Karim

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