Exploring Halal Mobile App Usage Among Muslim University Students in A Multicultural Society

Abstract

This study explores how Muslim university students in multicultural societies use Halal mobile applications, with particular attention to trust formation, usability, and religious identity. Employing a qualitative interpretivist approach, this study conducted semi structured email interviews with 24 Muslim students from 11 countries, including the United States, Australia, South Korea, and several European and Southeast Asian nations. Drawing on Diffusion of Innovation theory and a user experience perspective, thematic analysis suggests that Halal apps are primarily used for dietary compliance, followed by prayer related and certification related functions. Participants described developing hybrid trust practices by triangulating halal certification labels, community reviews, and reviewer credibility to reduce uncertainty in non Muslim majority contexts. While the apps were frequently perceived as practical tools supporting everyday religious observance, persistent challenges such as outdated information, interface complexity, and limited multilingual support undermine sustained trust. This study provides an empirically grounded account of technology mediated halal observance among Muslim university students and offers implications for app developers, universities, and halal certification bodies operating in multicultural environments.