PurposeThis paper aims to provide a preliminary understanding of factors that contribute to consumer perceptions of value and usefulness regarding online traceability for product compliance to halal principles.Design/methodology/approachIn total, 160 usable questionnaires were obtained from a large Muslim University in Indonesia through a survey. The data were tested using a multivariate regression analysis.FindingsThe current study suggests that Muslim consumers in Indonesia perceive the ability to trace a product’s compliance to halal principles as useful and important. The Muslim consumer’s perception of online traceability as useful is influenced by three main factors: the consumer’s disposition to trust, a healthy lifestyle and the reputation of the company, as well as the certification bodies.Social implicationsThe findings suggest that information and communication technologies play an instrumental role in facilitating smart food safety policies by fostering positive changes in consumer behavior, specifically in supporting halal and healthy consumption.Originality/valueOnline traceability for halal product is a novel issue that is yet to be examined empirically in the context of Indonesia. This research should be of value to those who have an interest in assessing the importance of online traceability to enhance assessment of product information, particularly in developing countries.
Journal of Islamic Marketing – Emerald Publishing
Published: Mar 5, 2018