Dynamics of Purchasing Thai Collagen Products: Study of Halal Awareness, Country of Origin, E-Wom, Lifestyle, and Trust

Abstract

Purpose: To discover how halal, awareness, country of origin, electronic word of mouth, lifestyle, and trust are used to purchase Thai collagen.   Methodology: The method in this research is a quantitative method with a causality descriptive research design. Samples were taken from the population using convenience sampling techniques. In this study, 290 respondents were obtained who met the established criteria. The data analysis technique used in this research is Structural Equation Modeling Partial Least Square (SEM-PLS) analysis using the SmartPLS 4 application.   Findings: This research shows that halal, awareness, country of origin, electronic word of mouth, lifestyle, and trust positively and significantly influence purchasing decisions for Thai collagen. Furthermore, trust can mediate electronic word of mouth and lifestyle in purchasing decisions about Thai collagen. Meanwhile, trust does not mediate the influence between halal awareness and country of origin on the decision to buy Thai collagen.   Practical implications: By regulating certification, supporting transparency, educating consumers, and monitoring markets, governments can help build consumer trust, protect their rights, and support ethical business practices. This will also contribute to improving product quality and overall consumer satisfaction.   Originality/value: The first research that uses variables together between halal awareness, country of origin, eWOM, lifestyle, and trust as mediator variables, and the results of this research are important for the sustainability of society in deciding to purchase Thai collagen and for companies to pay more attention to the halal products that are already spread.