Analisis Perilaku Konsumen Terhadap Minat Beli Healthy Food Dalam Perspektif Ekonomi Syariah

Abstract

Consumer awareness regarding the consumption of healthy food is crucial, given that health serves as a foundation for us all. This study employs a qualitative approach, utilizing a review of relevant literature alongside structured interviews with ten consumers. Descriptive analysis of the interview data reveals that awareness of healthy and halal food is a primary factor influencing consumer behavior. It is concluded that consumers demonstrate a strong awareness when selecting healthy food in accordance with the principles of  halalan thayyiban (permissible and wholesome). They consider not only health aspects but also halal status, safety, and ethical values aligned with Islamic teachings. Consequently, consumer purchasing behavior in this study is driven more by Sharia values than by the urge to follow trends.