Theory of Planned Behaviour and Halal Compliance

Abstract

The objective of this paper is to examine the relationship between factors influencing Halal compliance among food truck traders. The factors influencing Halal compliance include behavioural factors (intends, attitude, subjective norm, perceived behavioural control) based on the theory of planned behaviour (TPB) and this paper extends the theory by adding religiousity. The findings showed that intent, attitude, subjective norm, and religiousity of food truck operators have a significant positive relationship with Halal compliance. The findings of this study can be used to further support the Malaysian Halal food industry by highlighting the importance and benefits of Halal compliance to both food truck operators and consumers.