Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour

Iranmanesh, Mohammad and Mirzaei, Maryam and Parvin Hosseini, Seyed Mehrshad and Zailani, Suhaiza (2019) Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour. Journal of Islamic Marketing, 11 (1). pp. 14-30. ISSN 1759-0833

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Official URL: https://doi.org/10.1108/JIMA-03-2018-0049

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. © 2019, Emerald Publishing Limited.

Item Type: Article
Uncontrolled Keywords: Halal food; Islamic marketing; Religious commitment; Willingness to pay
Subjects: B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc
H Social Sciences > HF Commerce
Divisions: Faculty of Business and Accountancy
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 20 Mar 2020 02:46
Last Modified: 20 Mar 2020 02:46
URI: http://eprints.um.edu.my/id/eprint/24064

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