This study was designed to unveil the influence of demographic, socio-economic, and environmental factors on the preferences and behavior of middle-class Muslims toward the potential of a halal hospital in Surabaya, Indonesia. A simple random sampling technique was used with a total of 217 respondents in this study. To analyze the data, the Structural Equational Model (SEM) from the AMOS statistical software was used. Findings revealed that demographics, socio-eco-nomics, and the environment significantly influenced respondents’ preferences. This study also discovered that preferences towards behavior, preferences towards the potential of a halal hospital, and the actual behavior towards the potential of a halal hospital are correlated. Arguably, a halal hospital's potential is central, which is around 75% as measured by the level of preference and behavior of middle-class Muslims who have different demographic, social, economic, and environmental characteristics.