Halal transportation adoption among food manufacturers in Malaysia: the moderated model of technology, organization and environment (TOE) framework

Purpose: This study aims to identify the factors influencing the intention to adopt Halal transportation among Halal food manufacturers in Malaysia. Design/methodology/approach: Applying a purposive sampling method, data were gathered from questionnaires distributed to Halal food manufacturers who participated in Halal showcase and festival in Malaysia. Out of 317 companies who were approached, 290 respondents agreed to answer the questionnaire and only 247 can be used for data analysis. SMART-partial least squares (PLS) 3.2.9. was used to analyze the data for this study using a structural equation modeling approach. Findings: Cost, perceived benefits and customer pressure were found to have a positive relationship with the intention to adopt Halal transportation, meanwhile, organizational readiness was found as insignificant. Top management attitude moderates the relationship between perceived benefits and the intention to adopt Halal transportation. However, it fails to moderate the relationship between organizational readiness and intention to adopt. Research limitations/implications: The study only focuses on the Halal food manufacturers who attended Malaysian International Halal showcase and Halal festival, which is still not applying Halal transportation in their business activities. Practical implications: The findings unearth meaningful information for the many parties involve to enhance the adoption rate of Halal transportation not only for Malaysia but also for countries which has similar characteristics to Malaysia. Government bodies and Halal logistics providers could use the findings of the study to formula a new approach in their capacity to transform from intention to be a real user of Halal transportation services. Even the study only focuses on Halal transportation, it also may reflect other Halal services. Originality/value: The study reveals the capability of the technology, organization and environment framework to identify the factors of intention to adopt Halal transportation among Halal food manufacturers in Malaysia. The findings also show the moderation effects of top management attitude on the perceived benefits. Besides that, the study enriches the literature on Halal studies especially related to the Halal supply chain.