Citation

Hosseini, Seyed Mehrshad Parvin and Iranmanesh, Mohammad and Mirzaei, Maryam and Zailani, Suhaiza Hanim (2019) Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour. Journal of Islamic Marketing, 11 (1). ISSN 1759-0833

Text 243.pdf - Published Version Restricted to Repository staff only Download (331kB)

Abstract

Purpose The purpose of this paper is to extent the theory of planned behaviour (TPB), when extended by self-identity and religious commitment (RC), and is able to predict Muslim consumers’ willingness to pay (WP) for certified halal food. Design/methodology/approach A survey of 277 Muslim consumers in Malaysia was conducted and the cross-sectional data were analysed using the partial least squares technique. Findings Attitude (ATT) and religious self-identity (RSI) were found to have a positive impact on WP for certified halal food. Additionally, RC has a positive effect on ATT and RSI and has a positive moderating effect on the relationship between perceived behavioural control and WP. Practical implications The findings can benefit halal food companies by offering an insight into the willingness of Muslim consumers to pay for certified halal food. Originality/value The findings contribute to the research on halal foods by illustrating the factors that determine Muslim consumers’ WP for certified halal food. This study also extends the understanding of the TPB to the halal food context.

Item Type:	Article
Uncontrolled Keywords:	Islamic marketing, Willingness to pay, Halal food, Religious commitment
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	08 Mar 2022 01:25
Last Modified:	08 Mar 2022 01:25
URII:	http://shdl.mmu.edu.my/id/eprint/9235

Downloads

Edit (login required)