DETERMINANTS OF CASH WAQF PARTICIPATION IN SUPPORTING THE SUSTAINABLE DEVELOPMENT GOALS IN PAKISTAN: EXAMINING MEDIATION AND MODERATION EFFECTS

Abstract

Purpose — This study investigates how subjective norms, moral obligation, and religiosity influence Pakistani Muslims’ intention to participate in cash waqf for causes linked to the Sustainable Development Goals (SDGs), using the extended Theory of Planned Behaviour (TPB) with mediation and moderation mechanisms. Design/Methodology/Approach — Cross-sectional survey data were collected from 450 Pakistani Muslims and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed direct, mediated, and moderated relationships. Findings — Attitude emerges as the strongest determinant of intention to participate in cash waqf for SDG-related causes. It is also found that subjective norms and moral obligation significantly shape attitudes, and their effects on participation are fully transmitted through attitude. Religiosity exerts a positive direct effect on participation and significantly strengthens the relationship between attitude and intention, such that highly religious individuals are more likely to convert favourable attitudes into firm participation intentions. The model explains 43.4 per cent of the variance in intention and 43 per cent of the variance in attitude. Originality/Value — This is one of the first Pakistan-based PLS-SEM studies on cash waqf for SDGs. It advances the Theory of Planned Behaviour (TPB) by explicitly distinguishing Sharīʿah-grounded moral obligations from subjective norms and religiosity. Furthermore, it introduces religiosity as a moderator of the attitude–intention relationship, presenting a novel structural configuration in Islamic social finance research. Research Limitations/Implications — This study relies on cross-sectional, self-reported data from Pakistani Muslims, which limits causal inferences and the generalisability of the findings to other socio–legal contexts. Future research should employ longitudinal designs, measure actual cash waqf contribution behaviour rather than just behavioural intentions, and cross-validate this extended TPB model in other Muslim-majority countries. Practical Implications — The study suggests that Pakistani waqf institutions, Islamic banks and policymakers should promote favourable attitudes towards cash waqf by highlighting Sharīʿah compliance and contributions to SDG projects in education, health and poverty alleviation. For effective communication, they should leverage social referents (friends, family, leaders, scholars) to activate norms; frame cash waqf as Muslims’ religious duty; and tailor outreach by emphasising religiosity, particularly cash waqf’s spiritual reward, when targeting highly religious segments, and emphasise the social impact of cash waqf when reaching out to moderate Muslim groups to successfully mobilise resources for SDG priorities.