Mediated and moderated model of the willingness to pay for halal transportation

Abstract

Purpose This paper aims to identify the factors of willingness to pay for halal transportation among Muslim consumers in Malaysia by extending the theory of planned behaviour with knowledge and religiosity. Design/methodology/approach Applying a purposive sampling method, data were gathered from questionnaires distributed to Muslim consumers at Malls in Kuala Lumpur and Putrajaya. From 250 Muslims who were approached, 200 respondents agreed to answer the questionnaire. SMART-PLS 3.2.8. was used to analyse the data for this study using a structural equation modelling (SEM) approach. Findings Attitude (ATT), Subjective Norm (SN) and Perceived Behavioural Control (PBC) have a positive relationship with the Willingness to Pay (WTP). However, religiosity is found as an insignificant factor towards the WTP. Knowledge and religiosity are significant predictors of the attitude. Attitude is found to have a mediating effect on the relationship between knowledge and the WTP, and for religiosity towards the WTP. Awareness moderates the positive relationship between ATT and the WTP for halal transportation services. Meanwhile, awareness is found as an insignificant moderator between SN and the WTP, and for the PBC and the WTP. Practical implications The findings provide useful information on the WTP for halal transportation. Related parties such as the government, halal transport service providers and customers can use these findings to plan further action to enhance the WTP for halal transportation Originality/value The study reveals the capability of the TPB to identify the factors of WTP for halal transportation among Muslim consumers in Malaysia. The findings also show the moderation effects of awareness on the TPB. The findings also enrich the literature on the WTP in halal studies

Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention

“…Banyak penelitian telah mengadopsi Theory of planned behaviour (TPB) untuk mengukur niat membeli halal di kalangan konsumen Muslim (Amalia et al, 2020;Hanafiah & Hamdan, 2020;Handriana et al, 2020;Iranmanesh et al, 2019;Jumani & Sukhabot, 2020;Memon, Azhar, Haque, & Bhutto, 2019;Ngah, Gabarre, Eneizan, & Asri, 2020;Wibowo et al, 2020). Pada penelitian ini mengambil sisi yang berbeda yaitu memasukkan E-WOM karena E-WOM ini masih jarang diteliti untuk mengukur niat membeli produk kosmetik halal asal Korea .…”

“…Sebagai Muslim makan berdasarkan ajaran Islam, tingkat religiusitas mereka mengatur perilaku muslim, termasuk cara mengonsumsi produk Halal. Peran religiusitas berpengaruh signifikan terhadap sikap (attitude) konsumen dalam mengonsumsi barang yang halal seperti (Amalia et al, 2020;Garg & Joshi, 2018;Hanafiah & Hamdan, 2020;Handriana et al, 2020;Ngah et al, 2020;Suparno, 2020). Religiusitas dapat mempengaruhi sikap dan minat beli terhadap produk Halal.…”

“…Oleh karena itu, dengan sikap positif terhadap suatu produk kosmetik sangat mungkin konsumen akan melakukan pembelian kosmetik halal tersebut. (Ngah et al, 2020) menyatakan bahwa dengan bersikap positif, konsumen muslim meyakini bahwa produk halal bermanfaat bagi mereka untuk menjaga kualitas halal produk halal. Oleh karena itu, untuk meningkatkan sikap tersebut, para pembuat kebijakan, penyedia produk halal dan departemen pemasaran produsen halal harus merancang program edukasi atau iklan yang mendidik dan menjelaskan manfaat produk halal dalam menjaga kualitas halal produknya.…”

“…Temuan dalam penelitian ini menunjukkan bahwa semakin tinggi keyakinan agama maka semakin baik pula sikap konsumen terhadap produk kosmetik halal. Temuan penelitian ini mendukung penelitian yang ISSN: 2355-0295, e-ISSN: 2528-2255 46 http://ejournal.bsi.ac.id/ejurnal/index.php/ecodemica dilakukan oleh (Amalia et al, 2020;Garg & Joshi, 2018;Hanafiah & Hamdan, 2020;Handriana et al, 2020;Ngah et al, 2020;Suparno, 2020).…”

The Role of Religious Commitment, Religious Self-Identity on Consumer’s Willingness to Pay for A Halal Product

“…People prefer certified halal products rather than not and are willing to pay a higher price for them (Arni et al, 2018). Ngah et al (2020) conduct a study of factors that influencing the consumers' willingness to pay the halal transportation cost. These factors are based on the theory of planned behavior.…”