China is one of the world's major economies and its increasing emphasis on the halal industry has driven the rapid expansion of the halal food market. This reflects both growing domestic demand and the growing global importance of halal-certified products. Against this backdrop, the convenience, nutritional value and ability to cater to diverse consumer groups of halal pre-cooked meals have gained widespread attention. However, the factors influencing consumer willingness to purchase halal pre-cooked meals remain understudied, particularly in Shandong Province, where the potential for halal consumption is increasing. This study used a quantitative survey and statistical analysis to examine the impact of three core constructs namely halal awareness, halal trust and halal acceptance on consumer willingness to purchase, surveying 500 consumers in 17 major cities in Shandong Province. The study examined whether halal cognition influences acceptance, whether halal trust strengthens acceptance, and how acceptance translates into willingness to purchase. The findings are expected to contribute both theoretically and practically. Theoretically, this study enriches and expands existing research on halal consumer behaviour by integrating halal awareness, trust and acceptance into a unified willingness to purchase model. In practice, the study provides policymakers, halal certification bodies and food companies with insights to help them develop more effective consumer education programmes and marketing strategies, enhancing consumer trust and promoting product adoption. Ultimately, the study emphasises that fostering consumer confidence and knowledge is key to the sustainable development of China's halal food industry.
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