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

Purpose This study aims to examine the determinants of Micro, Small, and Medium Enterprise (MSME) owners' intention to obtain halal certification. Design/methodology/approach This study adopts a quantitative approach by surveying 200 MSME owners in Indonesia's halal food sector and analyzing the proposed model using PLS-SEM with SmartPLS 4. Findings The findings show that subjective norms, perceived behavioral control, and halal awareness significantly influence MSME owners' halal certification intention, but attitude does not. Halal literacy significantly strengthens attitude, perceived behavioral control, and halal awareness. Government support also enhances perceived behavioral control, highlighting the importance of institutional facilitation in certification adoption. Practical implications Policymakers should prioritize reducing procedural complexity and strengthening MSMEs' capabilities through clearer regulatory frameworks, streamlined certification processes, and accessible technical and financial support. In parallel, targeted education and training programs are essential to improve halal literacy and awareness. Leveraging social influence through community networks, role models, and religious authorities may further strengthen MSME owners' intention to adopt halal certification. Social implications Strengthening halal literacy and awareness can encourage broader MSME participation in the halal ecosystem, enhance market transparency, product assurance, and consumer trust, while promoting more inclusive and ethical business practices. Originality/value This study advances the Theory of Planned Behavior through its integration with Regulatory Compliance Theory by incorporating literacy, awareness, and government support variables. By integrating individual and institutional dimensions, the study moves beyond a purely psychological perspective toward a more socio-technical explanation of halal certification intention among MSME owners.