Maslahah versus Utility: A Systematic Literature Review on the Determinants of Generation Z’s Halal Consumption Decisions

Abstract

Generation Z’s consumption of certified-halal products reveals a persistent tension between conventional utility maximization and the Islamic principle of maslahah. Existing studies largely rely on positivistic frameworks and fail to examine whether such decisions are driven by functional utility or by substantive maslahah. This study aims to identify the determinants of Gen Z’s halal consumption decisions and to distinguish authentic maslahah-driven rationality from utility maximization within their digital-consumerist environment. Employing a qualitative systematic literature review and thematic synthesis of 34 peer-reviewed articles following PRISMA 2020, the analysis identifies five determinant clusters, with digital influencers and FOMO trends receiving the greatest scholarly attention. Through ontological, epistemological, and axiological dimensions, the study reconstructs the utility–maslahah contrast and proposes an integrative model in which authentic maslahah-oriented consumption emerges when high halal literacy and religiosity elevate the blessing component within the function M = U + B. The findings offer a more comprehensive theoretical framework than conventional utility theory and provide practical guidance for fostering genuine maqasid-oriented consumption.