Zaimah Ramli

A study on the mediating role of halal perception: determinants and consequence reflections

Purpose The purpose of this paper is to examine potential determinants of halal perception and to validate the mediating model of halal perception on purchasing decision of Malaysian consumers. Design/methodology/approach This study uses a survey to obtain the relevant data. The survey involved self-administration of questionnaires to 420 consumers and 96 per cent responded. The questionnaire consists of four sections designed to obtain information on demography, halal perception, determinants of halal perception and purchase decision. Findings The main finding reiterates the role of credible signals in credence items purchased as suggested by the signaling theory. Halal perception has association with respondents’ purchase decision. Thus, it highlights that halal perception is the mediating variable that intervenes in the relationship of a few independent variables and the purchase decision trends. The independent variables such as manufacturer identity, product label, physical product and packaging as well country of origin are considered to be important extrinsic cues that deliver messages regarding the halal of certain food products. The association of the four variables with halal perception is also found to be significant. Originality/value The originality of this study lies in its attempt to explore the role of halal perception in the marketing of food products especially within the scope of a Muslim’s market. Besides, this study attempts to investigate the halal issue based on a specific model that includes potential variables and the intervening role of halal perception.

Independent Oil Palm Smallholder Participation and Technology Transfer

Food supplies in the agricultural sector rely heavily on small farmers. Technology transfer in the agricultural sector is crucial to ensure the livelihoods of small farmers and thereby guarantee stable food supplies. To meet this need, the palm oil guidance and advisory centre, managed by the Malaysian Palm Oil Board (MPOB), has assumed responsibility for the transfer of technology through formal and informal training. This study seeks to assess the participation of independent oil palm smallholders in the transfer of oil palm cultivation technology. This study consulted 275 independent oil palm smallholders in Teluk Intan, Perak, and Saratok, Sarawak, both in Malaysia. The survey form is used to obtain smallholder information, involvement in TUNAS programmes and technology transfer competencies. The findings show that the technology transfer capabilities by TUNAS officers are outstanding and the smallholders’ participation in the programme is encouraging.