The power of moral obligation and social support in enhancing intention to implement halal branding strategies in social enterprise

Moh Muhlis Anwar · Mohamed Battour · Anni Muslimah Purnamawati · Ririn Tri Ratnasari

6 citations0/0 files storedSocial enterprise journal

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Entrepreneurship Studies and Influences Environmental Sustainability in Business Halal products and consumer behavior

Abstract

Purpose The purpose of this study is to investigate the interplay between moral obligation, perceived social support, self-efficacy and entrepreneurial intention to implement halal branding in social enterprises (SEs) within Islamic contexts. Design/Methodology/Approach This research uses a questionnaire-based approach to collect data from 425 social entrepreneurs in Madura Island, Indonesia. The questionnaire underwent rigorous piloting and refinement to ensure clarity and reliability. Structural equation modelling, specifically Partial Least Squares Structural Equation Modelling, was used to analyze the data and test the proposed hypotheses. Findings The findings of this study reveal significant positive impacts of moral obligation, perceived social support and self-efficacy on the intention to implement halal branding in SEs. These results highlight the importance of ethical considerations, social support networks and entrepreneurial confidence in driving the adoption of halal branding practices. Practical Implications This study provides valuable insights for policymakers, entrepreneurs and stakeholders involved in promoting socially responsible business practices. This paper underscores the significance of fostering supportive ecosystems, leveraging moral obligation and enhancing social networks to facilitate the integration of halal branding in SEs. Originality/Value This research contributes to the literature by exploring the underexamined intersection of Islamic values, social support mechanisms and entrepreneurial intentions in the context of halal branding. This study offers novel insights into the drivers of ethical entrepreneurship and provides a foundation for future research in this area.

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