Beyond attitude: the role of literacy and institutional support in MSME halal certification intentions

The global halal industry has experienced remarkable growth over the past decade, driven by increasing demand for halal products and services among Muslim consumers worldwide (Fachrurrozie, Nurkhin, Mukhibad, Daud, & Mohd Daud, 2023; Loussaief, Lin, Dang, Bouslama, & Cheng, 2024). According to the State of the Global Islamic Economy (SGIE) report, the global halal economy continues to expand rapidly, with Muslim consumer expenditure on sole halal food exceeding USD 1.4 trillion, accounting for approximately 6.2% of global food spending, and is projected to grow substantially in the coming years (DinarStandard, 2025). This rapid expansion has transformed halal certification from a purely religious requirement into a strategic economic instrument that enhances product credibility, strengthens consumer trust, and improves market competitiveness in both domestic and international markets. Consequently, many countries have increasingly integrated halal certification systems into their broader economic and industrial development strategies in order to strengthen their participation in the global halal economy (Thani, 2025).

Among the various segments of the halal industry, the halal food sector represents the most dominant and rapidly expanding segment. As a fundamental human necessity, food attracts considerable attention from both consumers and producers (Ashfahany, Farrahvanaya, Apriantoro, & Suharjianto, 2024; Elasrag, 2016; Sherwani, Ali, Ali, Hussain, & Zadran, 2018). For Muslim consumers, consuming halal products is not merely a matter of preference but a religious obligation requiring food to be both halal (lawful) and thoyyib (wholesome) (Ashfahany et al., 2024; Herjanto, Amin, & Karmagatri, 2023). The importance of consuming lawful and wholesome food is emphasized in the Qur'an, particularly in Surah Al-Baqarah verse 168, which encourages humanity to consume halal and thoyyib food (Kasri, Ahsan, Widiatmoko, & Hati, 2023). This religious foundation reinforces the importance of halal certification as a mechanism to ensure compliance with Islamic dietary principles while strengthening consumer confidence in halal food products.

Within this global halal food landscape, Indonesia occupies a strategically important position in the halal ecosystem (Fachrurrozie et al., 2023). As the country with the largest Muslim population in the world, accounting for more than 12% of the global Muslim population (World Population Review, 2026), Indonesia holds substantial potential to become a major hub in the global halal industry (Fachrurrozie et al., 2023). The SGIE Report ranks Indonesia among the leading countries in the global halal economy (DinarStandard, 2025). Recognizing this opportunity, the Indonesian government has strengthened the national halal assurance system through the implementation of Law No. 33 of 2014 and Regulation No. 39 of 2021 on Halal Product Assurance (JPH), which mandates halal certification for products circulating in the domestic market. This policy aims to ensure the integrity of halal products while simultaneously enhancing the competitiveness of Indonesian businesses in the global halal market (Darmalaksana, 2025; Susiang, Siswanti, Permana, & Wibowo, 2024).

Despite these regulatory initiatives, the adoption of halal certification among business actors remains uneven, particularly among Micro, Small, and Medium Enterprises (MSMEs), which dominate the food and beverage sector (Reslawati, Nofandi, & Khalikin, 2025). MSMEs constitute the backbone of Indonesia's economy, accounting for more than 60 million business units and contributing significantly to employment generation and national economic growth. According to data from the Central Bureau of Statistics, MSMEs represent more than 95% of the total workforce in Indonesia and contribute approximately 61.07% to the national GDP (Silalahi, 2024). Within the halal food sector, these enterprises represent the majority of producers supplying products to local markets, making their participation in halal certification essential for strengthening the national halal ecosystem (Yaumidin et al., 2025).

Nevertheless, the adoption of halal certification among MSMEs remains relatively limited. According to data from the Halal Product Assurance Organizing Agency (BPJPH), only around 3 million of the approximately 28 million MSMEs that operate in sectors relevant to halal certification in Indonesia (around 10.7%) have obtained halal certification, indicating a substantial gap between regulatory requirements and the actual level of certification among MSMEs (Rizky, 2026). In response to this relatively low certification rate, the government has extended the deadline for mandatory halal certification for MSMEs from October 2024 to October 2026 (BPJPH, 2024). The persistence of this gap suggests that many MSME owners continue to face various barriers in obtaining halal certification, including limited knowledge of halal standards, perceived complexity of certification procedures, financial constraints, and insufficient institutional support (Ariska, Elwardah, Zaki, Yustati, & Sari, 2024; Darmalaksana, 2025; Fathoni, Fadhli, Wiryanto, & Suryani, 2024; Reslawati et al., 2025). These conditions imply that regulatory mandates alone may not be sufficient to accelerate halal certification adoption, thereby highlighting the importance of understanding the behavioral motivations that influence MSME owners' decisions to obtain halal certification.

To better understand this phenomenon, the decision of MSME owners to obtain halal certification can be examined from a behavioral perspective. One of the most widely used theoretical frameworks for explaining behavioral intention is the Theory of Planned Behavior (TPB). According to TPB, behavioral intention is determined by three key components: attitude toward the behavior, subjective norms, and perceived behavioral control (Ajzen, 1991). This framework has been widely applied across various research contexts to explain individual decision-making processes (Yaumidin et al., 2025), including halal technology adoption (Zahari & Zain, 2024), ethical consumption (Arifin, Yudha, & Narmaditya, 2026), and halal-related behavior (Khalek, Al-Qudsy, & Ibrahim, 2023). In the context of halal studies, previous research has demonstrated that attitudes, subjective norms, and perceived behavioral control significantly shape individuals' intentions to adopt halal products and practices (Azlan, Zalbahar, Sultana, Daud, & Yuniastuti, 2022; Fachrurrozie et al., 2023; Kasri et al., 2023; Khan, Khan, Nazish, & Arwab, 2025; Puspita, 2023; Soebahar, Ghoni, & Muhajarah, 2021).

Despite the extensive application of TPB in halal-related research, several important limitations remained in the existing literature. First, prior studies had largely focused on consumer behavior, particularly halal purchasing intentions (Ashraf, 2019; Fachrurrozie et al., 2023; Juliana et al., 2025; Khan, Sarwar, & Tan, 2021; Memon, Azhar, Haque, & Bhutto, 2020; Pradana, Wardhana, Rubiyanti, Syahputra, & Utami, 2022; Soebahar et al., 2021; Zulkfli, Abdullah, & Mat, 2023), while relatively little attention had been given to producers or business owners (Jaswir, Sari, Daud, bin, & Sukmana, 2023), especially MSMEs that played a crucial role in supplying halal products. Second, although a growing number of studies had begun to examine MSME owners' intentions to obtain halal certification (Bahrudin, Iqbal, Saefurrohman, & Walsh, 2025; Basarud-din et al., 2022; Fianto et al., 2026; Latif, Sobari, & Fatwa, 2025; Niswa, Diana, & Yuliana, 2026; Priantina, Indra, Zaerofi, & Mughni, 2023; Timur, Ratnasari, Osman, & Sari, 2025), the empirical literature on this issue remains relatively limited. This limitation is particularly evident in emerging halal markets such as Indonesia, where MSMEs dominate the food sector and play a crucial role in the development of the halal industry. Despite their strategic importance, empirical investigations focusing specifically on MSME owners' behavioral intentions to obtain halal certification are still scarce.

Third, most existing studies relied primarily on the traditional TPB framework, thus did not fully capture contextual factors shaping MSME decision-making. In practice, MSME owners probably acknowledged the importance of halal certification but still encountered various barriers, including limited halal literacy (Niswa et al., 2026), low awareness of halal assurance requirements (Rofifah, Puspitasari, & Sulthoni, 2024), and uncertainty regarding certification procedures and regulatory compliance (Darmalaksana, 2025). In addition, institutional support from the government also played an important role in facilitating MSMEs' readiness to pursue halal certification (Suryaningsih et al., 2024). These conditions suggest that the conventional TPB framework may require further contextual enrichment by incorporating additional determinants related to knowledge, awareness, and institutional facilitation in order to better explain MSME owners' intentions to obtain halal certification.

Building on this research gap, the present study extended the TPB framework by incorporating three additional constructs that are highly relevant to the halal certification context: halal awareness, halal literacy, and government support. Halal awareness reflects the extent to which business owners recognize the religious, ethical, and economic importance of halal compliance in their business operations (Surbakti, Syahriza, & Syakir, 2025). Halal literacy refers to the level of knowledge and understanding possessed by MSME owners regarding halal principles (Khan, Arafat, & Azam, 2022). Meanwhile, government support represents institutional facilitation, policy incentives, technical assistance, and administrative guidance provided by public authorities to encourage businesses to adopt halal certification (Fianto et al., 2026). By integrating these constructs into the TPB framework, this study proposes a more comprehensive model that captures not only psychological determinants but also knowledge-based and institutional factors influencing MSMEs' intention to obtain halal certification within Indonesia's evolving halal ecosystem.

Accordingly, this study aims to examine the determinants influencing MSMEs' intention to obtain halal certification in Indonesia's halal food sector by extending the TPB framework. Specifically, the study integrates halal awareness, halal literacy, and government support into the traditional TPB model to provide a more comprehensive explanation of MSME owners' certification intentions. This study offers several important contributions. From a theoretical perspective, it extends the TPB framework by incorporating knowledge-based and institutional determinants that are particularly relevant to the context of halal certification adoption among small businesses. From an empirical perspective, the study provides new evidence from Indonesian MSMEs, which represent one of the largest halal markets in the world yet remain underexplored in behavioral research on halal certification. From a practical perspective, the findings are expected to provide valuable insights for policymakers and halal authorities in designing more effective strategies to accelerate halal certification adoption and strengthen the development of Indonesia's halal ecosystem.

Halal certification has a pivotal role in ensuring product integrity and strengthening consumer trust in halal products (Yaumidin et al., 2025). The certification process involves a comprehensive assessment of production procedures, ingredients, and handling practices to ensure that products comply with established halal standards (Darmalaksana, 2025). This process evaluates whether the materials used, production methods, and operational practices align with the requirements of Islamic law (Iranmanesh, Mirzaei, Hosseini, & Zailani, 2020). Through this verification mechanism, halal certification assures that products are halal and thoyyib for both Muslim and non-Muslim consumers. The concept of thoyyib, which may be less familiar to non-Muslim consumers, refers to products that are wholesome, safe, hygienic, and of high quality (Ramli, Razak, & Jaafar, 2023). Thoyyib closely aligns with the principles of Total Quality Management (TQM) and sustainability, emphasizing continuous quality improvement, adherence to safety standards, ethical production processes, and overall consumer well-being. This broader perspective suggests that halal certification extends beyond mere religious compliance, encompassing universal dimensions of quality, safety, and sustainability (Suryawan, Hisano, & Jongerden, 2022).

Traditionally, halal certification primarily focused on verifying whether the ingredients used in food products were permissible under Islamic dietary laws. However, the concept of halal certification has evolved. Recent studies highlight that halal certification is no longer limited to ingredient compliance but also reflects a broader commitment to religious adherence, food safety, hygiene, and product quality (Susiang et al., 2024). Consequently, halal certification has increasingly been recognized as an important quality assurance mechanism in the food industry (Azizah et al., 2025).

In the context of the food and beverage sector, the absence of halal certification may raise concerns among consumers regarding the safety, quality, and permissibility of the products offered. This issue is particularly relevant for MSMEs, where certification can serve as a credible signal of compliance with halal standards. Previous research suggests that halal-certified products are often perceived as having higher quality and reliability (Zulkfli et al., 2023). Therefore, halal certification becomes an important mechanism for MSMEs to enhance consumer trust and strengthen their competitiveness in the halal market.

This research adopts the Theory of Planned Behavior (TPB) as the primary theoretical framework for evaluating the intentions of Micro, Small, and Medium Enterprises (MSMEs) in obtaining halal certification. The TPB extends the Theory of Reasoned Action (TRA), originally proposed by Fishbein and Ajzen (1975). This model aims to predict and understand an individual's intention to engage in various behaviors. Introduced by Ajzen (1991), the TPB posits that individual behavior is fundamentally linked to the intention to perform a specific action, influenced by three main components: attitudes, subjective norms, and perceived behavioral control. However, its application requires contextual refinement, as halal certification in Indonesia has shifted from voluntary to mandatory. In this regulatory setting, behavior is no longer entirely driven by free choice, thereby raising questions regarding the relevance of intention within the TPB framework. This study addresses this theoretical tension by conceptualizing intention as a willingness to comply rather than merely a discretionary preference. From this perspective, TPB remains relevant, as MSMEs may differ in their level of readiness, acceptance, and proactive engagement despite being subject to the same legal obligations (Fuadi, Ramadhan, & Batubara, 2024).

In this context, attitude reflects MSME owners' evaluation of certification benefits, subjective norms capture social and institutional pressures, and perceived behavioral control represents the perceived ease or difficulty of compliance, including costs, knowledge, and administrative constraints (Ajzen, 1991). These factors explain heterogeneous compliance behavior among MSME owners operating under the same regulatory framework. Despite its strengths, TPB is limited in capturing MSMEs' realities, as it emphasizes internal psychological factors while underrepresenting structural and capability constraints. In practice, MSME owners' decisions are often bounded by limited halal literacy, insufficient technical knowledge, and restricted institutional support.

Prior extensions of TPB in halal research have predominantly emphasized the consumer perspective, particularly religiosity (Fachrurrozie et al., 2023; Hasan, Faruk, Naher, & Hossain, 2024; Kasri et al., 2023; Khan et al., 2021; Sherwani et al., 2018) and market-related factors (Ashraf, 2019; Bhutto, Ertz, Soomro, Khan, & Ali, 2023; Billah, Rahman, & Hossain, 2020; Herjanto et al., 2023; Respati, Jamilah, Alamsyah, & Abdulhadi, 2024; Tazlia, Nurfadilah, & Pratama, 2023), highlighting the role of religious commitment and consumer orientation in shaping halal-related decisions. However, limited attention has been given to producers' technical readiness and resource constraints, particularly among MSMEs. This gap indicates that the original TPB constructs alone are insufficient to explain MSMEs' certification decisions fully. To address this limitation, this study integrates TPB with Regulatory Compliance Theory, developing a socio-technical framework that combines internal motivation and external institutional pressure. While TPB captures cognitive drivers, Regulatory Compliance Theory explains the role of regulatory enforcement, perceived sanctions, and institutional obligations. Their interaction provides a more comprehensive explanation of compliance behavior, where intention is shaped not only by willingness but also by perceived obligation and enforcement credibility (Muhibbin et al., 2026).

Regulatory Compliance Theory explains how individuals and organizations adhere to rules, norms, and regulatory standards through processes of socialization, institutional pressure, and the internalization of legal obligations (Fiene, 2016). The theory suggests that compliance behavior is not solely driven by coercive enforcement but also by normative and moral considerations that shape attitudes toward regulations (Ríos-Berjillos, Rodero-Cosano, Ruiz-Lozano, & Mesa-Pérez, 2025). In addition, legitimacy has a pivotal role in shaping compliance, as it depends in large part on the authority's ability to provide favorable outcomes (Sutinen & Kuperan, 1999). Within institutional environments, regulatory frameworks and policy instruments function as mechanisms that encourage actors to align their behavior with established standards (Abbott & Snidal, 2021). Importantly, compliance is reinforced through socialization processes, whereby regulatory expectations become normalized within social networks. This aligns with the concept of subjective norms in TPB, as socially embedded expectations from peers, communities, and institutions shape MSME owners' perceived social pressure to comply. In this regard, compliance behavior is influenced by both formal institutional enforcement and socially constructed norms and collective expectations (Latif et al., 2025).

In the context of halal governance, Regulatory Compliance Theory provides a useful perspective for understanding how business owners respond to government regulations related to halal certification regulations (Reslawati et al., 2025). Non-compliance with halal standards reflects a failure in implementing the halal laws and policies that have been established (Basarud-din et al., 2022). The institutional environment–comprising legal mandates, regulatory oversight, and policy support–plays a significant role in shaping the compliance orientation of business entities toward halal assurance systems (Darmalaksana, 2025). Recent policy developments, such as the Omnibus Law and halal self-declare schemes, further demonstrate the government's strategy to promote MSMEs' compliance through simplified procedures and enhanced institutional support (Efendi, Yuni K, Hanifuddin, & Prasetiyawan, 2023). These developments reflect how regulatory approaches are increasingly designed to reduce administrative barriers and strengthen MSMEs' willingness and capability to comply with halal certification requirements.

For MSMEs, government support is a key external driver of compliance, particularly in overcoming financial, informational, and administrative barriers (Hidayat, Machmud, Zulhuda, & Suartini, 2025). Government initiatives such as regulatory guidance, financial assistance, training programs and institutional facilitation can reduce these barriers commonly faced by MSME owners during the certification process. Such forms of support help strengthen the perception that halal certification is not merely a regulatory obligation but also an institutional standard necessary to ensure market legitimacy and consumer trust (Fianto et al., 2026). Consequently, when MSME owners perceive active government involvement in facilitating the certification process, their willingness to comply with halal regulations is likely to increase (Nasution, Nasution, & Tambunan, 2025). From this perspective, Regulatory Compliance Theory provides a relevant framework for explaining how government support can shape MSME owners' intentions to obtain halal certification within Indonesia's evolving halal food ecosystem (Latif et al., 2025).

Attitude reflects an individual's evaluation of a particular behavior, whether favorable or unfavorable, and is a key determinant of behavioral intention within TPB (Ajzen, 1991). In a mandatory regulatory context, however, attitude requires a more nuanced interpretation. It is important to distinguish between attitude toward the object and attitude toward the behavior. MSME owners may hold positive views toward halal principles and recognize the importance of halal food (object), while simultaneously perceiving the certification process as costly, complex, or administratively burdensome (behavior). This divergence may create a tension in which favorable beliefs about halal do not necessarily translate into a strong intention to pursue certification (Wulandari, 2025).

In general, MSMEs that perceive halal certification as beneficial and strategically valuable are more likely to develop a stronger intention to obtain it. These positive evaluations are often associated with enhanced product credibility, increased consumer trust, and improved market competitiveness (Alfarizi & Ngatindriatun, 2022; Basarud-din et al., 2022; Oemar, Prasetyaningsih, Bakar, Djamaludin, & Septiani, 2022). However, for MSMEs operating under resource constraints, such positive attitudes may not always lead to intention. Limited financial capacity, lack of technical knowledge, and administrative complexity may weaken the effect of attitude, suggesting that favorable evaluations alone are insufficient to drive certification decisions. This indicates that the attitude-intention relationship may be less stable in mandatory and resource-constrained settings. Thus, the following hypothesis is formulated:

Subjective norms refer to the perceived social pressure from important referent groups that influences an individual's decision to engage in a particular behavior (Ajzen, 1991). Within the TPB framework, subjective norms capture how expectations from significant others shape behavioral intention (Ajzen, 1991). In the context of halal certification, MSME owners are influenced by multiple stakeholders, including consumers, business peers, regulators, religious authorities, and the surrounding community. These influences operate through both injunctive and descriptive norms. Injunctive norms reflect expectations regarding what MSMEs ought to do, particularly from regulatory bodies and religious authorities such as religious leaders (ulama), who play a central role in shaping halal compliance in Muslim-majority societies. In contrast, descriptive norms arise from observing peers' and competitors' behavior and also serve as market signals of emerging industry standards, such as businesses that have obtained halal certification (Fianto et al., 2026).

For MSMEs, descriptive norms are particularly salient, as competitive pressure encourages conformity to avoid being left behind in an increasingly halal-conscious market. This pressure intensifies as the October 2026 mandatory certification deadline approaches, reinforcing collective expectations for compliance. In this context, subjective norms reflect not only moral obligation but also social legitimacy and competitive necessity (Juliana et al., 2025). Empirical studies indicate that social pressure from both peer groups and religious leaders significantly influences business decisions to pursue halal certification (Basarud-din et al., 2022; Niswa et al., 2026; Sari, Timur, & Faza, 2025; Timur et al., 2025). Therefore, the formulated hypothesis is:

Perceived behavioral control reflects the extent to which individuals believe that they possess the necessary resources, capabilities, and opportunities to perform a given behavior (Bósquez, Arias-Bolzmann, & Martínez Quiroz, 2023). Within the framework of the TPB Theory, perceived behavioral control represents an individual's perception of the ease or difficulty associated with performing a particular behavior (Ajzen, 1991). In the context of halal certification, MSME owners must navigate various administrative, financial, and procedural requirements before successfully obtaining certification. When business owners perceive that they possess sufficient knowledge, resources, and institutional support to complete the certification process, they are more likely to feel confident in their ability to pursue certification. Consequently, higher perceived behavioral control is expected to strengthen MSME owners' intention to obtain halal certification (Niswa et al., 2026). Based on these insights, the following hypothesis is proposed:

Halal awareness refers to the extent to which individuals recognize and understand halal principles and remain conscious of halal-related requirements in their decision-making processes (Fernando & Dewi, 2025). In the context of business activities, halal awareness reflects producers' consciousness of adhering to Shariah principles when manufacturing goods and services (Yaumidin et al., 2025). For MSME owners operating in the halal food sector, a higher level of halal awareness may increase their sensitivity to halal compliance and encourage them to ensure that their products meet halal standards. Consequently, halal certification may be perceived not only as a religious obligation but also as a strategic mechanism to enhance consumer trust and strengthen market competitiveness (Salsabila & Kalimah, 2024). Previous studies have highlighted that halal awareness plays an important role in shaping behavioral intentions related to halal compliance (Darmalaksana, 2025; Mulyani & Prasetyo, 2025; Nasution et al., 2025; Niswa et al., 2026; Pratikto, Agustina, & Kiranawati, 2023). Therefore, the following hypothesis is proposed:

Moreover, halal literacy refers to an individual's ability to accurately distinguish between halal (permissible) and haram (forbidden) goods and services according to Islamic law (Salehudin, 2010). This concept encompasses mastering various knowledge, skills, and levels of awareness necessary to understand halal criteria (Antara, Musa, & Hassan, 2016). In the context of halal certification adoption. Halal literacy represents the level of knowledge and understanding possessed by MSME owners regarding halal principles, certification procedures, and regulatory requirements. Knowledge plays a critical role in shaping how business owners perceive the relevance, feasibility, and strategic value of certification for their enterprises (Adiyanto & Amaniyah, 2023).

MSME owners with higher levels of halal literacy are more likely to recognize the economic and reputational benefits associated with halal certification, including enhanced product credibility, improved consumer trust, and expanded access to halal markets (Wahab, Bud, & Amanda, 2024). Such knowledge may therefore shape more favorable evaluations of halal certification as a strategic instrument for business competitiveness. Prior studies have suggested that knowledge and literacy related to halal issues significantly influence individuals' attitudes toward halal compliance (Adiyanto & Amaniyah, 2023; Alfarizi & Ngatindriatun, 2022; Oemar et al., 2022).

Beyond shaping attitudes, halal literacy may also strengthen MSME owners' perceived behavioral control over the certification process. A deeper understanding of certification requirements, documentation procedures, and regulatory guidelines can reduce perceived complexity and uncertainty associated with obtaining halal certification (Surbakti et al., 2025). As MSME owners become more knowledgeable about the certification system, they are more likely to feel capable of navigating administrative procedures and fulfilling the necessary requirements. In this sense, halal literacy functions as a cognitive resource that enhances business owners' confidence in their ability to pursue halal certification, as noted by Khan et al. (2022).

Moreover, halal literacy may also foster stronger halal awareness among MSME owners (Dewi, Mahyarni, & Albahi, 2024). Increased knowledge regarding halal principles and certification standards can deepen business owners' recognition of the religious, ethical, and economic significance of halal compliance in business activities. As a result, MSMEs with higher levels of halal literacy are expected to demonstrate greater awareness of the importance of halal certification within the halal food industry (Fatmawati, Setiawan, & Nasik, 2023). Based on these arguments, the following hypotheses are proposed:

Government support is defined as assistance provided by governmental entities, including legislation, regulations, facilities, infrastructure, and technical assistance aimed at helping businesses navigate the certification process (Hidayat et al., 2025; Mwesigwa, Alupo, Nakate, Mayengo, & Nabwami, 2024). Ab Talib, Abdul Hamid, and Chin (2016) emphasize the importance of government instruments and regulations in the halal certification process. Government support plays a crucial role in facilitating MSMEs' participation in the halal certification system. Strong government support can serve as a significant driver for MSMEs to obtain halal certification by enhancing their understanding, accessibility, and motivation regarding the certification process (Susanty, Puspitasari, & Rosyada, 2024). From the perspective of Regulatory Compliance Theory, external institutional mechanisms—such as government regulations, supervision, and facilitative support—can encourage individuals and organizations to comply with established rules and standards (Bashir, 2019).

In the context of halal certification, government initiatives may therefore function not only as facilitators but also as instruments that strengthen MSME owners' willingness to comply with halal regulatory requirements (Silalahi, Fachrurazi, & Fahham, 2022). By providing these forms of facilitation, government initiatives can reduce the administrative, informational, and financial barriers commonly faced by MSME owners during the certification process. In turn, this institutional support may strengthen MSMEs' confidence in their ability to comply with certification requirements (Fianto et al., 2026). Within the framework of the TPB theory, such confidence reflects an increase in perceived behavioral control. Stronger government support is expected to enhance MSME owners' perceived behavioral control over obtaining halal certification (Agustiningsih, Savitrah, Islami, & Lestari, 2024). Therefore, the following hypothesis is proposed:

This study adopted a quantitative methodology with an explanatory approach, aiming to clarify causal relationships among research variables through hypothesis testing based on theoretical frameworks (Figure 1). The target population consisted of halal food and beverage MSME owners in Java, Indonesia, who had not yet obtained halal certification. Java Island was selected as the research location because it represents the largest concentration of MSMEs in Indonesia, making it a strategic region for examining business owners' intention to obtain halal certification. As the country's main economic hub, Java accounts for a substantial share of Indonesia's economic activities, particularly in the food and beverage sector, where halal certification plays a vital role. According to the Central Bureau of Statistics (2024), approximately 70.08% (3.401.676 out of 4.854.311) of food and beverage MSMEs in Indonesia are located in Java. This substantial concentration highlights Java's dominant role in MSME economic activities within the sector, providing a relevant and representative context for investigating MSME owners' intention to obtain halal certification. Accordingly, respondents were included in this study only if they met the following criteria: (1) owners of food and beverage MSMEs; (2) MSMEs that had not yet obtained halal certification; and (3) MSMEs located in Java, Indonesia.

To determine the sample size, some scholars argue that it can be determined based on the number of variables and indicators used in the model of the study. According to Kline (2023), a minimum sample size of 20 respondents per variable is recommended for structural equation modeling. Given that the conceptual framework in this study includes seven variables, the minimum required sample size is 140 respondents. Furthermore, Hair, Hult, Ringle, and Sarstedt (2017) suggest that the sample size in PLS-SEM should follow the rule of thumb of 5 to 10 times the number of indicators, indicating a recommended sample size of 115 to 230 observations for the measurement model. In this study, a total of 200 respondents were collected, which exceeds the minimum sample size requirements suggested by both approaches. Therefore, the sample size is considered adequate for data analysis.

In terms of sampling technique, this study employed purposive sampling, complemented by convenience sampling, to identify participants who were accessible and able to provide relevant information aligned with the objectives of the study. Etikan, Musa, and Alkassim (2016) noted that convenience sampling is frequently used in behavioral research due to its practicality for collecting data from readily available respondents. Moreover, convenience sampling is often used in studies examining behavioral intentions and is commonly combined with purposive sampling, another widely used non-probability sampling method.

Data collection was conducted from August to September 2024 and subsequently updated in March 2026, yielding a total of 200 valid responses. The questionnaire was prepared in Bahasa Indonesia, the primary language used by Indonesian respondents, to ensure clarity and accuracy in conveying the survey items. The questionnaire items were translated from English into Bahasa Indonesia by the authors to ensure suitability with the local context and respondents' understanding. Several wording adjustments were also made to improve clarity and readability for MSME owners. This approach was intended to minimize potential misunderstandings and improve the reliability of the responses.

Data were collected using a hybrid questionnaire distributed both offline via paper-based surveys and online via Google Forms, as this approach was considered both time- and cost-efficient. Before completing the questionnaire, respondents were first asked whether they were willing to participate in the survey. Only those who voluntarily agreed to complete the questionnaire proceeded, ensuring that all responses were provided by participants who were willing to engage in the study.

The questionnaire consisted of two sections: demographic and construct variables. Demographic details included age, gender, education level, business type, business domicile, business tenure, business scale, ownership status, and monthly turnover. The second section measured respondents' agreement or disagreement across seven latent constructs adopted from previous studies and developed for this study, with a total of 23 statement items (Table 1). Constructs for attitude (3 items), subjective norms (3 items), perceived behavioral control (3 items), and intention (4 items) were adapted from (Loussaief et al., 2024; Silalahi, 2024; Sudarmiatin, Anam, & Wafaretta, 2020). Halal literacy, measured by 3 items, was adapted from (Bhutto et al., 2023; Khan et al., 2022; Salehudin, 2010), while halal awareness consisting of 3 items, was derived from (Ashfahany et al., 2024; Aziz & Chok, 2013; Tazlia et al., 2023; Usman, Chairy, & Projo, 2023). Lastly, government support assessed with 4 items was based on studies by Ab Talib, Pang, and Ngah, (2021), Bashir, Kim, Mohibbullah, Sohn, and Choi, (2019), Silalahi (2024), Tazlia et al. (2023). Each item in the survey was measured on a five-point Likert scale, ranging from strongly disagree (1) to strongly agree (5).

This study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) as the primary methodological framework, utilizing SmartPLS 4 software as the analytical tool to test the formulated hypotheses. PLS-SEM was selected for its ability to produce reliable results without requiring normally distributed data, in addition to accommodating the complexity of the proposed conceptual. Before conducting the SEM analysis, it was essential to perform a descriptive analysis of the respondents' profiles. This preliminary analysis aimed to provide a foundational overview of the demographic characteristics of the participants engaged in the study (Sekaran & Bougie, 2016). Furthermore, given that the study relied on cross-sectional self-reported data collected through a single questionnaire, procedures were undertaken to assess the potential risk of common method bias (CMB).

According to Sarstedt, Ringle, and Hair (2017), two essential stages must be examined in structural equation modeling: the measurement model (outer model) and the structural model (inner model). The measurement model was evaluated by examining indicator reliability, internal consistency reliability, convergent validity, and discriminant validity. Indicator reliability was assessed using loading factor values, with a recommended threshold of 0.70. Internal consistency reliability was evaluated using Cronbach's Alpha (CA) and Composite Reliability (CR), with acceptable values above 0.70. Convergent validity was assessed using the Average Variance Extracted (AVE), with a minimum threshold of 0.50. Discriminant validity was evaluated using the Heterotrait-Monotrait Ratio (HTMT), with values below 0.90.

Furthermore, the structural model was assessed by examining path coefficients, coefficient of determination (R²), predictive relevance (Q²), effect size (f²), and model fit indices, including the Standardized Root Mean Square Residual (SRMR), Normed Fit Index (NFI), and Goodness-of-Fit (GoF). An SRMR value below 0.08 and higher NFI and GoF values indicated acceptable model fit. Hypothesis testing was conducted using the bootstrapping procedure with 5,000 subsamples and a two-tailed test at a significance level of 5% to determine the significance of the hypothesized relationships. This process aimed to assess the strength and significance of the relationships among the constructs in the study, thereby offering a more accurate depiction of the interactions between the variables in the proposed model.

As illustrated in Table 2, regarding the demographic background of the 200 respondents who own MSMEs but do not have halal certification. It can be explained that 59.5% of respondents are female, with 33.5% aged 30–40 years and 35% aged 40+ years. In terms of educational attainment, 43.5% have completed junior or senior high school, with 31% holding bachelor's degrees and 17% holding diplomas, while only 8.5% hold master's or doctoral degrees. Geographically, the majority of businesses are located in the Special Region of Yogyakarta (50.5%), with fewer respondents from other regions. Regarding business tenure, 32.5% of respondents have been operating their businesses for 1–3 years, and another 32.5% for 4–7 years. Most respondents (53.5%) are engaged in the food and beverage industry, particularly in the street food segment, with 84% classified as micro-scale enterprises employing 1–5 individuals. The ownership structure predominantly consists of sole proprietorships (62%), and financially, 74.5% of respondents report a monthly turnover of less than IDR 10 million.

Since the data for all constructs were collected from the same respondents at a single point in time using a self-administered questionnaire, the potential presence of common method bias (CMB) was assessed using two different analyses. First, Harman's Single-Factor Test was employed, and the results showed that a single factor accounted for 48.9% of the total variance, which is below the recommended threshold of 50% (Podsakoff, MacKenzie, Lee, & Podsakoff, 2003). Second, a full collinearity assessment was conducted using Variance Inflation Factor (VIF) values, as presented in Table 3. The results indicate that all constructs exhibited VIF values ranging from 2.093 to 3.436, remaining below the recommended threshold of 5 (Hair et al., 2017). These findings suggested that severe multicollinearity issues and substantial common method bias were unlikely to be major concerns in this study.

The assessment of reliability and validity began with a thorough evaluation of the measurement model to prove the feasibility of the individual items and constructs used in the research model (Hair et al., 2014). Specifically, we examined the value of outer loadings of the items, internal consistency reliability (Cronbach's Alpha/CA), composite reliability of the latent variables (CR), and average variance extracted (AVE) to evaluate the scale's reliability and convergent validity. The Cronbach's Alpha values for the constructs ranged from 0.780 to 0.909, while the composite reliability values ranged from 0.804 to 0.914 (Table 3). Both metrics exceeded the recommended threshold of 0.7, thereby confirming satisfactory internal consistency (Hair et al., 2017).

Furthermore, The AVE values ranged from 0.693 to 0.825, exceeding the minimum cut-off value of 0.50 and all of the value loadings in this study exceeded 0.7 (Chin, 2010; Hair, Ringle, & Sarstedt, 2011) ranged from 0.832 to 0.922. This leads to the conclusion that the constructs in this study demonstrate adequate convergent validity. Lastly, the analysis of discriminant validity was performed using the Heterotrait-Monotrait ratio (HTMT) criteria (Hair, Black, Babin, & Anderson, 2019). The HTMT criterion was used to assess discriminant validity because it is considered a more reliable and rigorous approach in PLS-SEM analysis (Hair, Sarstedt, Ringle, Sharma, & Liengaard, 2024). All constructs show HTMT values below the critical threshold of 0.9 (Table 4), thereby supporting discriminant validity (Henseler, Ringle, & Sarstedt, 2015).

The structural model represented the second phase of structural equation modeling, employed to assess overall model fit indices and test the proposed hypotheses using the bootstrapping method. The explanatory power of the structural model was assessed using the coefficient of determination (R²) and Adjusted R² values for the endogenous constructs, while the cross-validated redundancy measure (Q²) was used to evaluate the predictive relevance of the model (Table 5). To further assess the overall model adequacy, several model fit indicators were examined, including the Goodness-of-Fit (GoF) index, the Standardized Root Mean Square Residual (SRMR), and the Normed Fit Index (NFI) (Table 6).

The results indicated that the constructs of attitude, perceived behavioral control, and halal awareness achieved R² values of 0.568, 0.637, and 0.520, with corresponding Adjusted R² values of 0.566, 0.633, and 0.518, respectively. These findings suggested that the exogenous variables explained a moderate proportion of variance in the respective endogenous constructs. Meanwhile, the intention construct obtained an R² value of 0.436 and an Adjusted R² value of 0.424, indicating that the model provides moderate explanatory power in predicting intention. The results demonstrated that the structural model possesses satisfactory predictive accuracy. Furthermore, the predictive relevance of the model was confirmed by the Q² values, which ranged from 0.459 to 0.628 across all endogenous constructs. Since all Q² values were greater than zero, the structural model demonstrated adequate predictive relevance, indicating that the model had sufficient capability to predict the endogenous constructs (Hair et al., 2019).

With regard to the overall model fit, the GoF index was calculated at 0.646, indicating a substantial overall fitted between the measurement and structural models. Additionally, the SRMR value of 0.061 fell below the recommended threshold of 0.08, suggesting an acceptable model fit. The NFI value of 0.804 further indicated an acceptable level of model adequacy. Overall, these results suggested that the proposed structural model demonstrated satisfactory explanatory power, predictive relevance, and overall model fit (Benitez, Henseler, Castillo, & Schuberth, 2020).

Next, the proposed hypotheses were tested by examining the path coefficients (β) derived from bootstrapping with 5,000 subsamples. Following Sarstedt et al. (2017), the significance of the hypothesized relationships was assessed using p-values below the significance threshold of 0.05 in a two-tailed test. As summarized in Table 7, the results indicate that seven hypothesized paths (H2, H3, H4, H5, H6, H7, and H8) were statistically significant and supported, whereas H1 was not supported.

Specifically, subjective norms (H2: β = 0.198, t = 2.125, p < 0.05), perceived behavioral control (H3: β = 0.193, t = 2.629, p < 0.01), and halal awareness (H4: β = 0.307, t = 3.567, p < 0.001) showed significant positive effects on the intention to obtain halal certification. Moreover, halal literacy was found to significantly and positively influence attitude (H5: β = 0.754, t = 12.593, p < 0.001), perceived behavioral control (H6: β = 0.241, t = 4.211, p < 0.001), and halal awareness (H7: β = 0.721, t = 9.909, p < 0.001). Additionally, government support significantly and positively affected perceived behavioral control (H8: β = 0.662, t = 13.339, p < 0.001). Interestingly, attitude (H1: β = 0.086, t = 0.861, p > 0.05) did not have a significant influence on intention, suggesting a potential theoretical deviation from the conventional TPB assumption that favorable attitudes directly translate into behavioral intention.

Furthermore, the effect sizes (f²) were examined to assess the relative contribution of each construct within the structural model. According to Hair et al. (2019), effect size values of 0.02, 0.15, and 0.35 indicated small, medium, and large effects, respectively. Table 7 also showed the f² values, ranging from 0.005 to 1.317. Subjective norms (0.031) and perceived behavioral control (0.039) exhibited small effect sizes on intention, while halal awareness showed a small-to-moderate effect (0.076). In contrast, halal literacy demonstrates a large effect on attitude (1.317) and halal awareness (1.085), and government support exerts a large effect on perceived behavioral control (0.970).

The main purpose of this study was to investigate the factors influencing MSME owners' intention to obtain halal certification. While prior studies had extensively examined halal-related behavior, predominantly from the consumer perspective, such as intention to purchase or consume halal products (Amalia, Sosianika, & Suhartanto, 2020; Ashraf, 2019; Awan, Siddiquei, & Haider, 2015; Bhutto et al., 2023; Billah et al., 2020; Fachrurrozie et al., 2023; Hasan et al., 2024; Herjanto et al., 2023; Kasri et al., 2023; Khan et al., 2021; Respati et al., 2024; Sadeeqa & Sarriff, 2014; Sherwani et al., 2018; Tazlia et al., 2023), a growing number of studies have begun to explore MSME owners' intentions to obtain halal certification (Bahrudin et al., 2025; Basarud-din et al., 2022; Fianto et al., 2026; Latif et al., 2025; Niswa et al., 2026; Priantina et al., 2023; Timur et al., 2025). However, this stream of research remained relatively limited and underdeveloping, particularly in identifying the key determinants that shaped MSMEs' intention related to knowledge, awareness, and institutional factor.

In this regard, the present study contributed to the literature by examining halal certification from the perspective of MSME owners. The findings indicated that subjective norms, perceived behavioral control, and halal awareness are significant predictors of MSMEs' intention to obtain halal certification, whereas attitude did not show a significant effect. Furthermore, the results revealed that halal literacy showed a substantial role in influencing attitude, perceived behavioral control, and halal awareness, suggesting its foundational contribution in forming both cognitive and perceptual determinants. Government support was also found to significantly influence perceived behavioral control, indicating that external institutional support enhanced MSMEs' perceived capacity to comply with halal certification requirements.

Consistent with the social influence dimension of the TPB framework, the findings demonstrated that subjective norms significantly shaped MSMEs' intention to obtain halal certification as proposed by Ajzen (1991), which posited that subjective norms positively and significantly influence individuals' intentions. The results of this study were in line with the research of Niswa et al. (2026), Basarud-din et al. (2022), Sari et al. (2025), and Latif et al. (2025), which found that subjective norms and social infuence had a significant influence on the level of halal certification obtained by MSME owners.

The significant effect of subjective norms on MSMEs' intention to obtain halal certification could be better understood by examining the underlying indicators. The items showed that social influence stemmed from both family members and broader reference groups, such as business peers, regulators, ulama, mentors, and the surrounding community. The items showed that social influence stemmed from both family members and broader reference groups, such as mentors, supervisors, and religious leaders. This suggested that MSME owners are embedded in strong social and cultural networks, where expectations from significant others shape business decisions. These influences operated through both injunctive and descriptive norms. In particular, encouragement from religious figures and respected individuals might carry normative authority, reinforcing the perception that halal certification was not merely a regulatory requirement but also a socially and morally endorsed practice. This aligned with Timur et al. (2025), who argued that, from a sociocultural perspective, the authority and role of ulama (Islamic scholars) in Indonesia had evolved, shifting from traditional social figures to intellectual partners in discourse, thereby strengthening their influence in shaping intentions to apply for halal certification because of their competence and credibility.

Beyond social influence, perceived behavioral control also emerged as a significant determinant of MSMEs' intention to obtain halal certification. This happened when MSMEs thought that they owned sufficient control over the halal certification process and that they would likely have a solid intention to obtain halal certification. The results of this research were consistent with a study by Niswa et al. (2026), which discovered that perceived behavioural control had a favourable and significant impact on their intention to obtain halal certification. Furthermore, in the broader context of halal consumption behavior, prior studies also demonstrated that perceived behavioral control exerted a similar positive influence on individuals' intention to purchase halal food and products (Amalia et al., 2020; Ashraf, 2019; Kasri et al., 2023; Khan et al., 2022; Memon et al., 2020; Zulkfli et al., 2023).

Several things, such as the clarity of procedures and the ease of the certification process, influenced their perceived control. When MSME owners believed that the procedures were understandable and not overly complex, and that they possessed the necessary capability to complete them, they were more likely to develop a stronger intention to obtain halal certification. This result might indicate that MSME owners' perceived control over resources and their ability to overcome administrative or technical challenges played a crucial role in shaping their intentions. In this context, perceived behavioral control extended beyond internal confidence to include external enabling conditions, including clarity of guidelines and procedural simplicity.

Contrary to the conventional assumptions of the TPB, attitude did not exhibit a significant influence on MSMEs' intention to obtain halal certification. The findings were inconsistent with Basarud-din et al. (2022), Niswa et al. (2026), Oemar et al. (2022), and Alfarizi and Ngatindriatun (2022), who reported that attitude had a significant effect on entrepreneurs' compliance with halal certification and halal practices. In our study, this insignificant effect of attitude could be understood by considering the profile of the respondents, who were predominantly micro-scale MSME owners with relatively low monthly turnover.

From the bounded rationality perspective, decision-makers tended to make choices based on practical considerations under conditions of limited information and resource constraints (Simon, 1997). In this context, MSME owners were likely to make business decisions that are more pragmatic and resource-driven rather than purely attitudinal. Although respondents generally expressed positive beliefs about the importance of halal certification, such attitudes may remain at a cognitive or normative level. They might not necessarily translate into intention without sufficient enabling conditions. As stated by Marmaya, Zakaria, and Desa (2019) and Zulkfli et al. (2023), social pressure might compensate for favorable attitudes in shaping intention, particularly in collectivist contexts. This suggests that, for MSME owners, sole attitude might not be a decisive factor unless it was supported by social influence and perceived capability.

Furthermore, the attitude indicators used in this study emphasized the perceived importance and benefits of halal certification rather than urgency or necessity. This might indicate that MSME owners conceptually agreed with halal certification but did not prioritize it in practice, especially when faced with operational constraints. In this regard, the findings suggested that intention was more strongly shaped by external pressures and perceived feasibility rather than internal evaluations alone. Therefore, attitude might function as a background factor, while more immediate determinants, such as subjective norms and perceived behavioral control, played a more critical role in driving MSMEs' intention to obtain halal certification.

In addition to social and behavioral determinants, halal awareness was also found to significantly strengthen MSMEs' intention to obtain halal certification. This increase could occur because when MSME owners were highly aware of the importance of the halal products they produce, they were more motivated to ensure that their products met halal standards, increasing their intention to obtain halal certification. Previous studies had shown that the higher the halal awareness, the higher the increase intention and decision to obtain halal certification (Darmalaksana, 2025; Mulyani & Prasetyo, 2025; Nasution et al., 2025; Niswa et al., 2026; Pratikto et al., 2023; Wahab et al., 2024). It could be argued that when MSME owners realized the importance of halal products, they would try to get halal certification because they realized that halal-certified products had created greater demand (Darmalaksana, 2025).

The findings underscored that halal awareness among MSME owners extended beyond basic knowledge to encompass ethical obligation as Muslim producers, including a commitment to providing the best and most trustworthy products to consumers (Bahrudin et al., 2025; Susiang et al., 2024). When MSME owners internalized this responsibility, they were more motivated to ensure that their products met halal standards, thereby strengthening their intention to obtain halal certification. This implied that awareness functioned as an internal driving force, where MSME actors who recognized both the ethical obligation and market importance of halal products were more likely to seek certification, particularly in response to increasing demand for halal-assured products (Syamsurizal, Candra, & Riandika, 2025).

The findings further underscored the central role of halal literacy in shaping multiple psychological dimensions related to halal certification. Increasing halal literacy could change the perception of MSME owners to be more positive towards halal certification because they understood the benefits of this certification in increasing consumer confidence, expanding market share and strengthening their business reputation (Adiyanto & Amaniyah, 2023). These results were consistent with research conducted by Khan et al. (2022), Alfarizi and Ngatindriatun (2022), Oemar et al. (2022), Bhutto et al. (2023), and Kasri et al. (2023) which stated that halal literacy had a positive correlation with the attitude and perceived behavioral control of MSME owners and individuals towards halal-certified products because they understood that halal certification not only fulfilled religious needs but also met consumer expectations regarding product quality.

The analysis additionally revealed that greater halal literacy corresponded with higher levels of halal awareness among MSME owners. In the context of purchase decisions, Qurniawati, Permadi, and Nurohman (2024) revealed that halal literacy significantly positively affects halal awareness. This suggested that good literacy about halal products would encourage MSME owners to be more aware of consumer needs and the positive impact of complying with halal practices for their business (Alfarizi & Ngatindriatun, 2022). These findings indicated that halal literacy served as a foundational antecedent shaping both cognitive and behavioral readiness among MSME owners, reflecting in MSMEs' understanding of core halal and haram principles, their ability to identify prohibited ingredients, and their capability to distinguish between halal and non-halal components in production processes.

This implied that halal literacy was not merely abstract knowledge but a practical competency that directly supported decision-making in business operations. When MSME owners possess such applied knowledge, they are more confident in assessing their compliance status and better prepared to align their practices with halal standards. However, halal literacy does not necessarily directly generate intention. Rather, it functions as an enabling factor that strengthens MSME owners' capacity to benefit from external support, such as training programs and certification assistance. Without sufficient halal literacy, such support mechanisms may not be fully understood or effectively utilized by MSME owners. As a result, higher halal literacy strengthens not only awareness but also positive evaluation and perceived capability toward certification, ultimately reinforcing their intention to obtain halal certification.

From an institutional perspective, government support was found to exert a significant positive influence on perceived behavioral control. This indicated that government interventions primarily strengthen MSME owners' perceived ability to obtain halal certification. Based on the measurement indicators, such support was reflected in MSMEs' awareness of government programs, access to training and socialization, availability of information, and the provision of financial or technical assistance (Zailani, Kanapathy, Iranmanesh, & Tieman, 2015). This suggests that when MSME owners perceive the certification process as well-supported, accessible, and government-facilitated, they are more likely to feel capable of navigating the requirements and procedures involved and to internalize halal certification as both feasible and necessary. Government support, as part of institutional mechanisms, not only provides facilitation but also reinforces the legitimacy and importance of halal certification as a regulatory standard (Bashir, 2019). This aligns with the notion that supportive and normative mechanisms influence compliance (Ríos-Berjillos et al., 2025).

Such evidence reinforces the view that supportive governmental mechanisms can substantially reduce the barriers faced by MSMEs during the certification process. Many MSME owners, particularly those operating at the micro level with limited resources, often faced challenges related to procedural complexity, insufficient information, and financial constraints (Bahrudin et al., 2025; Darmalaksana, 2025). Government initiatives, such as clear guidance, structured training, and accessible support systems, helped simplify the certification process and make it more manageable. This was consistent with prior studies (Ab Talib et al., 2016; Agustiningsih et al., 2024; Silalahi et al., 2022), which highlighted the important role of government support or intervention in encouraging the adoption of halal standards.

Azmi, Musa, Sihombing, and Fen (2018) stated that the more the provision of government support, the more positively the firms would adopt the halal standards. In line with this, Ngah, Zainuddin, and Thurasamy (2014) argue that insufficient government support might be one of the key factors contributing to the low adoption of halal practices among businesses. Therefore, strengthening government support could play a critical role in enhancing MSMEs' perceived behavioral control, which, in turn, fostered stronger confidence in their ability to obtain halal certification (Fianto et al., 2026).

Drawing upon the empirical evidence, this study contributed to the extension of the Theory of Planned Behavior through its integration with Regulatory Compliance Theory, while incorporating knowledge-related and institutional dimensions in the form of halal literacy, halal awareness, and government support. This integration shifted the model from a predominantly psychological perspective toward a broader socio-technical framework, in which individual cognition was closely intertwined with institutional support and capability-related factors. A notable insight is the non-significant role of attitude, which contrasted with its commonly assumed centrality within TPB. This suggested that, in the context of halal certification, intention might not primarily be driven by personal evaluations, but rather by social expectations and perceived capability. The prominence of subjective norms and perceived behavioral control indicated that external pressures and practical feasibility were more influential than individual preference, pointing to the presence of boundary conditions in the application of TPB within compliance-oriented settings.

More importantly, halal literacy should be viewed not merely as a complementary construct, but as a foundational determinant within the model. Its significant influence on attitude, perceived behavioral control, and halal awareness indicated that knowledge actively shapes how MSME owners evaluated, perceived, and responded to halal certification, while halal awareness reflected the extent to which such knowledge was internalized within the decision-making process. In parallel, the effect of government support on perceived behavioral control reinforces the relevance of Regulatory Compliance Theory, suggesting that institutional arrangements and facilitation mechanisms played a tangible role in shaping perceived feasibility. Taken together, these findings pointed towards a more integrated perspective on intention formation, in which psychological, cognitive, and structural dimensions operated in combination rather than in isolation. This study thus underscored the need to reconceptualize intention formation in regulated contexts as a function of knowledge readiness and institutional embeddedness, rather than purely individual evaluation.

The findings of this study provided a comprehensive set of practical implications for policymakers, regulatory authorities, and stakeholders involved in MSME development, particularly in the context of promoting halal certification adoption. One of the most salient implications was in the critical role of government support in enhancing perceived behavioral control, which suggested that policymakers must prioritize a more enabling and supportive certification ecosystem. This could be achieved through the provision of clear and accessible regulatory guidelines, simplification and digitalization of certification procedures, financial incentives, and continuous technical assistance tailored to the needs of MSMEs. By reducing administrative complexity and perceived barriers, such initiatives could significantly strengthen MSMEs' confidence in their ability to obtain halal certification.

Furthermore, the strong influence of halal literacy and halal awareness highlighted the necessity of adopting a knowledge-driven approach in policy design and program implementation. Efforts to promote halal certification should not only rely on regulatory enforcement but also focused on enhancing MSMEs' understanding of halal concepts, certification processes, and their economic and ethical benefits. This could be operationalized through structured training programs, targeted educational campaigns, and collaboration with academic institutions, industry associations, and religious organizations to ensure a broader dissemination of knowledge. In addition, given that the halal certification process in Indonesia was increasingly conducted through digital platforms such as the SiHalal (Sistem Informasi Halal, Halal Information System) portal, halal literacy initiatives should also incorporate digital literacy skills. MSME owners required the practical ability to navigate digital registration systems and managed online administrative procedures effectively. Without sufficient digital literacy, MSME owners might continue to experience low perceived behavioral control despite possessing adequate knowledge of halal products and certification standards.

Another important implication was that, the significance of subjective norms indicated that social influence mechanisms could be strategically leveraged to encourage behavioral change. Policymakers and stakeholders might utilize community networks, role models, and religious authorities to create a supportive social environment that reinforces the importance of halal certification. Therefore, rather than adopting a one-dimensional strategy, this study suggested that effective interventions should simultaneously address capability enhancement or institutional facilitation, knowledge development, and social influence to achieve a more sustainable increase in halal certification adoption among MSMEs.

Beyond its theoretical and practical contributions, this study also carried important social implications, particularly in fostering inclusive economic development and strengthening the broader halal ecosystem. The findings suggested that improving halal literacy and awareness among MSMEs could significantly enhance their participation in the formal halal economy, thereby contributing to greater market transparency, product quality assurance, and consumer trust. As more MSMEs become certified, the overall credibility of halal products in the market is strengthened, which in turn benefits consumers by providing greater assurance regarding the compliance, safety, and ethical standards of the products they consume.

Moreover, the demonstrated importance of government support in shaping perceived behavioral control reflected the broader role of inclusive governance in addressing structural barriers faced by MSMEs, particularly those with limited resources and access to information. By designing accessible, supportive, and inclusive policies, governments can empower small businesses to participate more actively in regulated markets, thereby reducing inequality and promoting equitable economic growth. In addition, halal certification can be viewed not merely as a regulatory requirement but as a reflection of broader ethical and social values, including responsibility, transparency, and accountability in business practices. Encouraging MSMEs to adopt halal certification, therefore, contributes not only to economic outcomes but also to the development of a more ethically conscious and socially responsible business environment. Ultimately, strengthening the halal certification ecosystem through improved knowledge, institutional support, and social awareness can play a strategic role in advancing the halal industry at both national and global levels, while simultaneously supporting long-term socio-economic sustainability.

This study provided a comprehensive explanation of MSME owners' intention to obtain halal certification by integrating the TPB with Regulatory Compliance Theory, while incorporating knowledge-based and institutional dimensions. Statistically, the findings indicated that intention was significantly shaped by subjective norms, perceived behavioral control, and halal awareness, while attitude did not exert a significant influence. This challenges assumed centrality of attitude within the Theory of Planned Behavior, suggesting that in compliance-oriented contexts, intention was driven less by individual evaluation and more by social expectations and perceived capability.

Equally important, the study positioned halal literacy as a foundational driver that strengthened attitude, perceived behavioral control, and halal awareness. In parallel, government support significantly enhanced perceived behavioral control, underscoring the importance of institutional facilitation in reducing barriers and enabling MSMEs to engage more effectively with the certification process. Collectively, these findings pointed toward a more integrated understanding of intention formation within halal certification contexts.

Notwithstanding its contributions to understanding MSME owners' intentions to obtain halal certification within Indonesia's halal food sector, this study is subject to several limitations that offer avenues for further research. First, the empirical scope was geographically concentrated in Java, which, although representing a key center of economic activity in Indonesia, might limit the generalizability of the findings across the country's diverse regional contexts. Java is characterized by relatively greater access to halal infrastructure and government offices, which may shape MSME owners' perceptions and intentions differently compared to other regions. Consequently, the relationships identified in this study, particularly regarding government support and perceived behavioral control, might vary in regions with more limited institutional accessibility. Future research is therefore encouraged to extend empirical investigations to Indonesia's outer islands, such as Sumatra, Kalimantan, and Sulawesi, where weaker institutional support and infrastructure constraints may increase the relative importance of subjective norms in shaping halal certification intention among MSME owners.

Second, the study focused specifically on MSMEs operating within the halal food sector, while the scope of halal certification in Indonesia continued to expand into other industries, including cosmetics, pharmaceuticals, and broader consumer goods. Given the variation in regulatory requirements and production processes across sectors, future studies adopting a cross-sectoral perspective would be valuable in assessing whether the determinants of intention to obtain halal certification differ across industrial domains. Third, the sample was predominantly composed of micro-scale enterprises, which might limit the ability to capture differences across firm sizes. MSMEs often differ in terms of resource availability, managerial capability, and exposure to regulatory systems. Future research would benefit from employing a more balanced sampling design, with particular attention to the use of multi-group analysis (MGA) to examine how firm size conditions the relationships within the proposed model.