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

Mohammad Iranmanesh (Graduate School of Business, Universiti Sains Malaysia, George Town, Malaysia)
Maryam Mirzaei (German University of Technology, Soltan Qaboos, Oman)
Seyed Mehrshad Parvin Hosseini (Faculty of Business, Multimedia University, Cyberjaya, Malaysia and Faculty of Business, Sohar University, Sohr, Oman)
Suhaiza Zailani (Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 25 June 2019

Issue publication date: 14 January 2020

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.

Keywords

Acknowledgements

The authors would like to acknowledge the financial support provided by University of Malaya under the research grant RP029D-15SBS.

Citation

Iranmanesh, M., Mirzaei, M., Parvin Hosseini, S.M. and Zailani, S. (2020), "Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour", Journal of Islamic Marketing, Vol. 11 No. 1, pp. 14-30. https://doi.org/10.1108/JIMA-03-2018-0049

Publisher

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Emerald Publishing Limited

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