Purpose: This study aims to investigate the factors that motivate Muslim consumers to pay for halal-certified food. Design/methodology/approach: Data were collected through a survey of 272 Muslim consumers in Malaysia. The data were analyzed using the partial least squares technique. Findings:...

Purpose: The purpose of this paper is to extent the theory of planned behaviour (TPB), when extended by self-identity and religious commitment (RC), and is able to predict Muslim consumers’ willingness to pay (WP) for certified halal food. Design/methodology/approach: A survey of 277 Muslim...