Reluctance Of Micro And Small Enterprises Toward Halal Certification: Evidence From The Food And Beverage Sector In Bone Regency, Indonesia

Abstract

Halal certification is often perceived as a sectoral and fragmented issue, leading micro and small enterprises (MSEs) to hesitate in pursuing certification due to low literacy, the perception that the issue is more commercial than religious, and the limited dissemination of regulatory information. This study examines the reluctance of micro and small enterprises in Indonesia’s food and beverage sector to obtain halal certification, using an integrated framework that combines the Theory of Planned Behavior (TPB), Mayer’s Trust Model (TMM), and Reluctance Theory. The data analysis shows that distrust does not significantly affect certification reluctance, challenging previous assumptions that trust is a primary determinant. In contrast, weak behavioral intention and low literacy emerge as more influential factors. Furthermore, literacy significantly moderates the relationship between weak intention and reluctance, but not between distrust and reluctance. These findings highlight that practical barriers such as limited knowledge, procedural complexity, and lack of capability are more dominant than attitudinal distrust. This study provides new insights for policymakers and certification bodies to prioritize educational and procedural support rather than focusing solely on trust-related issues.