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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.

A survey of 277 Muslim consumers in Malaysia was conducted and the cross-sectional data were analysed using the partial least squares technique.

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.

The findings can benefit halal food companies by offering an insight into the willingness of Muslim consumers to pay for certified halal food.

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.

This study aims to investigate the factors that motivate Muslim consumers to pay for halal-certified food.

Data were collected through a survey of 272 Muslim consumers in Malaysia. The data were analyzed using the partial least squares technique.

The results showed that animal slaughter, halal logo, food quality and religious commitment have a positive effect on the willingness to pay for halal food. Religious commitment positively moderates the relationship between storage and transportation and the willingness to pay for halal-certified food.

Policy makers as well as managers of halal food companies can benefit from this study which provides insight into ways to increase demand for halal food.

The findings contribute to the literature on halal foods by illustrating the factors that determine Muslim consumers’ willingness to pay for halal food. This study also extends the literature by testing the moderating role of religious commitment.