Mediating Effects of Attitude towards Willingness to Pay for Halal Transportation

Abdul Hafaz Ngah, Rudiah Md Hanafiah, Mohamed Syazwan Ab Talib, Mohd Hafiz Zulfakar, Nabihah Mohamad Asri
School of Maritime Business and Management, Universiti Malaysia

Mohamed Syazwan Ab Talib
School of Business and Economics, Universiti Brunei Darussalam

Mohd Hafiz Zulfakar
Centre for Technology and Supply Chain Management, Faculty of Business and Management, Universiti Teknologi MARA


Halal is not restrained to the ingredients and manufacturing operation, but also should be in the supply chain activities, particularly in the transportation activities. Since becoming Halal transportation service providers, the transportation companies involved to adopt specific requirements that will lead to increase their operational cost, and the price will be interchanged to the clients. Literatures claimed that the consumers are looking for the Halal products, hence it is crucial to determine the factors of their willingness to pay (WTP) for the Halal transportation cost. Theory of Planned Behavior (TPB) with religiosity factor was applied to determine those factors, and at the same time attitude will be tested as mediator in the research model. Non-probability sampling method with convenience sampling was used to collect the data from the respondent in the east coast of Malaysia. The findings reveal that all variables representing TPB and have a positive relationship with the willing to pay for the Halal transportation cost. An attitude also has a mediating effect of the relationship between religiosity and subjective norms towards the willingness to pay for the Halal transportation cost. Meanwhile, religiosity was not a significant factor towards the willingness to pay for the Halal transportation cost. The findings of the study will provide a better understanding of Muslim consumer behavior regards to the context of the study. Beside enriches the literature on Halal consumer behavior, it is anticipated that this field will contribute to other studies on Halal transportation.

Keywords: Halal transportation, Mediation, Theory of Planned Behavior, Willingness to pay