Assessing the Demand for Halal Storage: A Consumer Perspective from the Klang Valley
DOI:
https://doi.org/10.24191/jeeir.v14i2.11842Keywords:
consumer behaviour, halal storage, halal supply chain, Theory of Planned BehaviorAbstract
The global Halal economy has grown rapidly, yet academic research on consumer demand for dedicated Halal storage services remains underdeveloped. Storage is a critical node where cross-contamination with non-Halal products can compromise supply chain integrity, but the consumer perspective on whether such services are valued and supported through purchase preferences, has rarely been examined. This study assesses Willingness to Pay (WTP) for dedicated Halal storage using the Theory of Planned Behaviour (TPB). A structured questionnaire was administered to 400 adult consumers residing in the Klang Valley (Kuala Lumpur and Selangor), Malaysia, recruited through dual-channel convenience sampling. Internal consistency, construct validity (KMO, Bartlett's, Exploratory Factor Analysis), descriptive distributions, non-parametric demographic comparisons, Pearson correlations and HC3-corrected multiple linear regression were used to evaluate the data. The TPB model demonstrated strong predictive power for WTP, with Attitude as the dominant predictor, Subjective Social Norms as a significant secondary predictor and Perceived Behavioural Control non-significant. Demographic post-hoc analyses revealed that Religion is the largest differentiator of WTP, with substantial non-zero WTP among non-Muslim respondents. The findings contribute to the Halal logistics literature by extending TPB to a backend, process-attribute service and offer practical guidance for Halal third-party logistics (3PL) providers, brand owners and certification bodies on consumer-pull strategies for dedicated Halal warehousing.
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