Contributing Factors of Consumer Willingness to Pay For Halal Transportation Cost

Asri N.M., Ngah A.H.

Abstract


 

Halal transportation is one of the important elements in halal supply chain to preserve the Halal quality at the point of consumption. However, the adoption of Halal transportation could increase the price of the products. Literatures show that consumers were still willing to pay for Halal logistic cost, but never mentioned which factors that leading to their willingness to pay. Hence, by adopting the Theory of Planned Behavior with additional variables which is religiosity, this study will try to identify determinants to influence the consumer willingness to pay for halal transportation cost. Non-probability sampling technique with convenience sampling method was applied in the study. The findings found that attitude, perceived behavioural control and religiosity have positive effect on consumers’ willingness to pay for Halal transportation cost. To conclude, by understanding the determinants of the consumer willingness to pay for Halal transportation cost, provider can built strategic planning to influence consumer in future.


Keywords


Willingness to Pay; Theory of Planned Behavior; Religiosity; Halal Transportation; Muslim Consumer

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DOI: https://doi.org/10.25292/atlr.v1i1.78

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