Purpose – This study aims to gain new insight into how a set of maqasid-based consumption intelligence
variables mediates exogenous variables (i.e. religiosity, Islamic university role and normative belief) and halal
purchase intention as an endogenous variable.
Design/methodology/approach – The research model is empirically tested with a data set of 370
responses retrieved from the students of the millennial generation from the cross Islamic state university in
Indonesia. Data were analysed with Partial Least Square Structural Equation Modelling (PLS-SEM). The
sample size of this study is computed with preliminary power analysis.
Findings – The SEM finding revealed that two maqasid-based consumption intelligence variables had
mediated the exogenous and endogenous variables, i.e. halal purchase intention. These variables mediating
the exogenous and endogenous variables have explained 63.5 R2 variances in halal purchase intention.
Concerning individual impact size of cognition and motivation as a component of maqasid-based
consumption intelligence has shown medium-level effect size (f2) in mediating the halal purchase intention.
Interestingly, the exogenous variable does not directly affect halal purchase intention but must be mediated
with maqasid-based consumption intelligence variables. However, before including variables of maqasidbased
consumption intelligence, the R2 was relatively small. It is just 30.4% in R2 that explains the variance of
halal purchase intention.
Research limitations/implications – This study explores maqasid-based consumption intelligence
as a relatively new model to explain the variable halal purchase intention. Therefore, it takes many
types of exogenous variables to test how relevant maqasid-based consumption intelligence variables
can define endogenous variables. Notwithstanding, this study does not do that because it only limits
three exogenous variables (i.e. religiosity, Islamic university role and normative belief). Therefore, in
further research, these limitations seem to be perfected by other scholars concerned about halal
purchase intention.
Practical implications – The findings of this study allow Islamic universities to mainstream halal issues
as a subject of learning, especially concerning consumption ethics. In addition, the empirical results of this