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Purpose The purpose of this paper is to investigate the factors that influence the intention to choose family takaful in Pakistan through using theory of reasoned action (TRA) model. While family takaful is not a new financial solution in the market, the main factors that motivate customers to purchase family takaful remain unexplored. To fill this gap, this paper investigated the impact of attitude (ATT), subjective norm (SBN) with the addition of Halal certification (HCT) to predict the behavioral intention of customers in Pakistan. Design/methodology/approach The sample data of 250 respondents was drawn for this paper. The respondents were the regular visitors to the Islamic banks in Pakistan and were selected through judgmental sampling. Of 250, total 237 responses were included in the final study, after excluding the inappropriate and missing responses. For the final data, EFA, CFA and SEM were used to test the significance of relationships between the IVs (ATT, SBN and HCT) and DV (BI). Findings Findings from the SEM analysis suggest that ATT, SBN and HCT have positive significant relationships with BI. SBN appeared to be the most influencing factor that influences the behavioral intention to purchase family takaful. Research limitations/implications The paper has practical implications for takaful managers and academics. Bank managers can draw marketing communication policy based on the findings of this paper. While for academics, this paper laid a foundation for future studies by integrating Halal certification in TRA as a predictor to the behavioral intention towards selecting family takaful. The empirical nature of this paper will enhance understanding of the Islamic financial market and its customers specifically. Practical implications The findings of the paper also hold significance for managers and policy-makers of Islamic financial institutes. It guides to design the marketing strategies to develop the right attitude of customers, emphasize subjective norms and Halal certification when communicating the family takaful products to customers. As such, brand managers of family takaful may leverage the role of belief in developing the right attitude and then linking it to the family takaful brand. The attitude is rooted in the belief, and for family takaful brands, it potentially be useful to allow it a broader space in the brand strategies. Likewise, subjective norms in terms of choosing family takaful comprises the perceived social pressure of customers feel towards purchasing takaful for families. It highlights the role of social contacts and effect of their behavior and choices over customers. The recommendations and positive feedback customers receive from their social contacts can be instrumental in instilling the sale of family takaful. In the context of Halal certification, the findings of this paper call takaful brand managers’ attention to the significant role Shariah compliance plays for potential customers of family takaful. Social implications The findings of the paper also have significance for managers and policy-makers of Islamic financial institutes. The findings of this paper guide them to develop marketing strategies, develop the right attitude of customers, emphasize subjective norms and Halal certification when communicating the family Takaful products to customers. Originality/value Family takaful is relatively a new phenomenon that demands empirical evidence for academics and managers. This is one of the early studies that investigates the determinants of purchase of family takaful through extended TRA model. Therefore, this investigation will serve as a cornerstone to the scant knowledge of family takaful in Pakistan and around the globe.
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