PurposeEmphasis on the importance of halal products is now growing. It is fast becoming a new market force and brand identifier and is now moving into the mainstream market, affecting and changing perception on how business should be conducted, including from a marketing point of view. The purpose of this paper is to test the applicability of the theory of reasoned action (TRA) in predicting the intention to choose halal product among Malaysian consumers.Design/methodology/approachA structured questionnaire was used to elicit responses from consumers using a convenience sampling technique. A total of 485 responses were received. Needless to say, this study extends the applicability of the TRA to study halal product usage among consumers in Malaysia.FindingsThe findings indicated that the TRA is a valid model in the prediction of the intention to choose halal products. Attitude (β=0.288, p<0.001) and subjective norm (β=0.814, p<0.001) were found to be positively related to intention, with subjective norm being the more influential predictor. Subjective norm was also positively related to the attitude (β=0.336, p<0.001) to choose halal products.Research limitations/implicationsThe study contains a limited number of measures in the model. Nevertheless, it provides new information on the emerging issue of halal products.Practical implicationsThe results will be primarily beneficial to restaurants, fast food restaurants and small and medium enterprises in Malaysia by offering an insight into the intentions of consumers to choose halal products.Originality/valueThe paper extends the understanding of TRA to newly emerging contexts such as halal products usage intentions.

Purpose The purpose of this paper is to investigate the relationship between individual psychological characteristics (i.e. innovativeness, locus of control, self-confidence, propensity to take risk, need for achievement and tolerance for ambiguity) and entrepreneurial intention. Design/methodology/approach A total of 676 undergraduate students from Universiti Malaysia Sabah (UMS) have participated in the survey. The data were analysed using partial least square technique version 2.0. Findings The results have shown that innovativeness, self-confidence, propensity to take risk, need for achievement and tolerance for ambiguity are positively related to entrepreneurial intention among undergraduate students. However, locus of control is not significantly related to entrepreneurial intention. Research limitations/implications Although samples of the research are quite large, this research only involves undergraduates in UMS. Therefore, findings obtained are not generalized because the results do not include other educational institutions in Malaysia. On the implication aspect, this research might give some views among undergraduates to embark in business after graduating. Practical implications In spite of that, students should be encouraged and equipped with innovativeness, self-confidence, propensity to take risk, need for achievement and tolerance for ambiguity to interpret successful entrepreneurial role models and identification of business prospects for their future career. Originality/value The findings of the research may extend existing knowledge in the entrepreneurial field as well as to provide valuable information to policy maker in strengthening and redesigning suitable curriculum not only at the university level, but also in pre-school by giving entrepreneurial awareness on how this knowledge will transform us into an entrepreneurial society that can create wonders for human kind.

This study integrates innovation characteristics of the Innovation-Diffusion Theory (IDT), perceived risk, trustworthiness, and permissibility constructs to investigate what determines user intention to adopt mobile marketing. The proposed model in this study was empirically tested using data collected from a survey of mobile users. The structural equation modelling (SEM) technique was used to evaluate the causal model. The research findings suggested that relative advantage of mobile marketing is the strongest influence in building consumers' intention decision to adopt mobile marketing. All other constructs were statistically significant in influencing behavioural intent to adopt mobile marketing. This study's findings support Rogers' (2003) perceived characteristics of innovation attributes that form a favourable or unfavourable attitude toward the innovation.

Although the extant studies had examined the impact of green marketing, limited research has focused on green marketing as an attempt of cleaner production. This paper contributes to green marketing and cleaner production literature by introducing “clean service marketing” through adaptation of cleaner production onto the expanded green service marketing mix (people, physical evidence and process). The study further contributes to the literature by investigating the possible influence of clean service marketing in providing health value, enhancing social-quality performance and good differentiation advantage. The authors adopted a mixed-method study by systematic review and survey questionnaire to collect data. A systematic review was conducted to address the research question “Do firms’ green approaches provide health value to its stakeholder? While 101 sets of questionnaire were distributed to the managers of the selected three-to-five stars hotel and resort in Malaysia to confirm the proposed hypotheses. Partial Least Square-Structural Equation Modeling was employed for quantitative data analysis, and SmartPLS 3.2.8 software was performed to analyze the data obtained. The results of the synthesis analysis addressed the research question that firms or any practitioners by going green could either improved human’s health or perceived health. The result of the quantitative analysis revealed that only the green process is positively related to social-quality performance. In contrast, green people, green physical evidence and green process were found all positively related to differentiation advantage. With regards, the authors strongly recommend hotel and resort firms taking green as a “clean” approach for hotels’ post-pandemic recovery.

With the high level of importance placed on service delivery and the elevated turnover rate experienced in the hotel industry, this study was conducted to explore the influences of perceived transformational leadership on the cross-cultural psychological capital and turnover intentions of frontline employees working in four- and five-star hotels in Sabah, Malaysia. Data were collected from 162 frontline employees using the purposive sampling method. Partial least squares structural equation modeling (PLS-SEM) was performed to test the hypothesized relationships. The findings clearly demonstrate that transformational leadership positively affects cross-cultural psychological capital and negatively influences turnover intention. Cross-cultural psychological capital, on the other hand, has no substantial link with turnover intention and does not act as a mediator between transformative leadership and turnover intention. This study extends the hospitality literature by offering a new conceptual model representing the perceptions of frontline employees toward transformational leadership and cross-cultural psychological capital that influence the turnover intention of these employees based on the job demands–resources and conservation of resources theories. These findings have implications for the advancement of transformational leadership and cross-cultural psychological capital toward a sustainable approach to reducing employee turnover in the hotel industry.