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The moderating effect of halal certification awareness on farmers’ behaviour for halal rice: an extended theory of planned behaviour

Umi Karomah Yaumidin, Chitra Indah Yuliana, Endang S. Soesilowati, Achsanah Hidayatina, Yani Mulyaningsih, I Gede Mahatma Yuda Bakti, Renie Oelviani, Witono Adiyoga, Purwanto Purwanto, Yennita Sihombing, Farmawaty Malik

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 12 December 2024

104

Abstract

Purpose

The Indonesian Government demanded that all beverages and food products, including rice, be halal-certified. Farmers play a crucial role in the rice halal certification procedures. The purpose of this study is to investigate the factors influencing farmers’ intentions and behaviours towards halal rice production.

Design/methodology/approach

Partial least squares–structural equation modelling was used to analyse survey data collected from 278 rice farmers in Indonesia.

Findings

This study indicates that farmers’ intentions and perceived behavioural control have a favourable and significant impact on their behaviours towards halal rice farming. Importantly, halal certification awareness can operate as a moderator to improve the effects of attitude on farmers’ intentions to comply with halal requirements in rice production.

Practical implications

This study’s results hold significant practical implications for stakeholders interested in encouraging farmers to purchase halal-certified rice seeds and sell paddy to halal-certified rice milling companies. Efforts to improve farmers’ knowledge and awareness of halal certification include organising halal certification courses, creating a supportive social environment, sharing farmers’ success stories and establishing support mechanisms to assist farmers in incorporating halal concepts into their businesses.

Originality/value

Research on halal certification from producers’ perspectives, particularly among farmers, remains limited. This study addresses this gap by exploring farmers’ behaviours towards halal rice production and contributing insights for stakeholders interested in promoting halal rice certification.

Keywords

Acknowledgements

This paper was developed from a study supported by the Research Organisation for Social Sciences and Humanities, National Research and Innovation Agency (BRIN), Indonesia, Project Number Rp.2KLS2.3/2022–008. The authors would like to thank Prof Dr Rubi binti Ahmad from Faculty of Business and Economics, Universiti Malaya, for her contribution during prior study. The authors also acknowledge all enumerators, stakeholders and respondents for their valuable participation during the data collection.

Conflict of interest: The authors declare no conflict of interest.

Ethical approval: This study received approval from the ethical committee of social and humanities research of the National Research and Innovation Agency (Decision Letter Number 023/KE.01/SK/4/2022). Informed consent was obtained from all respondents who voluntarily participated in the survey.

Citation

Yaumidin, U.K., Yuliana, C.I., Soesilowati, E.S., Hidayatina, A., Mulyaningsih, Y., Bakti, I.G.M.Y., Oelviani, R., Adiyoga, W., Purwanto, P., Sihombing, Y. and Malik, F. (2024), "The moderating effect of halal certification awareness on farmers’ behaviour for halal rice: an extended theory of planned behaviour", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-07-2024-0281

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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