Impulsive Buying on Halal Fashion: The Moderating Role of Sadaqah

Abstract

Islamic teachings emphasize moderation in consumption and discourage excessive spending, even on halal products such as fashion. Consumption may therefore become problematic when it exceeds reasonable needs and conflicts with the principles of moderation and responsible spending in Islam. Therefore, the objective of this study is to investigate the determinants of impulsive buying behavior toward halal fashion products and examines the role of sadaqah in mitigating impulsive purchasing behavior. Data were collected through questionnaires from Muslim consumers in Semarang who had purchased halal fashion products via the Shopee mobile application. A total of 130 valid responses were analyzed using SEM-PLS. The results show that perceived usefulness and perceived ease of use positively affect consumers’ attitudes toward the application, which in turn increase impulsive buying. Perceived price and discounts also significantly increase impulsive buying. Sadaqah does not moderate the effect of attitude on impulsive buying but significantly weakens the effects of both price and discounts. This finding provides a more nuanced understanding of the role of Islamic values in consumption by showing that charitable practices can specifically restrain price- and promotion-driven impulsive buying. The study contributes to the halal fashion literature by integrating sadaqah into the technology acceptance framework and demonstrating its potential as a religious mechanism for promoting more restrained consumption.