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

What is it about?

Due to the stringency of halal certificates to adhere to strict regulations throughout the certification process, logistic providers need to invest a substantial amount of money. This added cost is passed on to the consumers. This scenario is unhealthy as it creates a negative effect on the willingness to pay for halal services among consumers. Hence, it is deemed essential to know the willingness to pay for these services since halal transportation services are purely created to meet the Muslims’ demands. By adopting the theory of planned behaviour, with the mediation and moderation analysis, besides enriching literature in the field of halal research, findings of the current study reveal the real behaviour of Muslim consumers towards their willingness to pay for halal transportation. The findings are useful to various parties such as halal transport providers and halal manufacturers who will craft new strategies to help Muslim consumers access pure halal products. The findings may also reflect behaviours towards halal transportation in other Muslim countries around the globe.

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