Consumer Retaliation to Halal Violation Incidents: The Mediating Role of Trust Recovery

Nor Asiah Omar, Muhamad Azrin Nazri, Syed Shah Alam, Mohd Helmi Ali

Abstract


ABSTRACT

In recent years, there have been several cases in which Halal certification has been rescinded by the authorized institutions due to negligence to adhere to the certify standards of Halal products. The purpose of this study is to explore the influence of severity of Halal violation on consumer anti-consumption behaviors through the mediating role of trust recovery. A survey design using cross-sectional primary data from 212 Malaysian consumers that were aware and/or had experienced the violation of a Halal certification was collected. Hypotheses related to determinants and outcomes of anti-consumption behavior were tested by means of Structural Equation Modeling (SEM). Findings show that trust recovery and anti-consumption behaviors are negatively related; the severity of Halal violation is positively related to anti-consumption behaviors. Moreover, the finding suggests that trust recovery partially mediates the relationship between severity and anti-consumption behaviors. These results establish a previously unexplored link. Implications for Halal food industry are discussed.

Keywords: Trust; severity of violation; anti-consumption behaviors; halal recovery; halal certification

ABSTRAK

Semenjak kebelakangan ini, terdapat beberapa kes di mana pensijilan Halal telah dibatalkan oleh institusi yang diberi kuasa disebabkan kecuaian syarikat mematuhi piawaian pensijilan produk Halal. Tujuan kajian ini dijalankan adalah untuk meneroka pengaruh keterukan keadaan pelanggaran sijil Halal terhadap tingkah laku pengguna melalui pembolehubah pengantaraan iaitu pemulihan kepercayaan. Kaji selidik menggunakan data utama keratan rentas dari 212 pengguna Malaysia yang mengetahui dan/atau telah mengalami kejadian pelanggaran sijil Halal telah dikumpulkan. Hipotesis yang berkaitan dengan penentu dan hasil tindak balas anti-penggunaan telah diuji melalui Pemodelan Persamaan Struktur (SEM). Penemuan hasil kajian menunjukkan bahawa pemulihan kepercayaan dan kelakuan anti-penggunaan adalah berkaitan secara negatif; keterukan keadaan pelanggaran Halal berkaitan dengan kelakuan anti-penggunaan secara positif. Selain itu, penemuan kajian menunjukkan bahawa pemulihan kepercayaan bertindak sebagai pengantaraan hubungan di antara keterukan keadaan perlanggaran dan kelakuan anti-penggunaan. Keputusan ini mewujudkan pautan yang belum diterokai sebelumnya. Implikasi untuk industri makanan halal juga dibincangkan di dalam artikel ini.

Kata kunci: Kepercayaan; keterukan keadaan perlanggaran; kelakuan anti-penggunaan; pemulihan halal; pensijilan halal


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