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

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.