Enhancers and enablers of halal food certification adoption in micro and small enterprises: a dual-sided perspective of producers and customers

Purpose This study aims to identify the enhancers (should-have factors) and enablers (must-have factors) of micro and small enterprises’ (MSEs) intention to adopt halal food certification (HFC), focusing on MSEs in the meat-based food sector. Design/methodology/approach Grounded in the technology-organization-environment (TOE) framework and the theory of planned behavior, this study uses a dyadic approach to account for dual perspectives of producers and customers. The data are analyzed using partial least squares structural equation modeling and necessary condition analysis. Findings Compatibility enhances and enables HFC adoption intention, whereas customers’ attitude enhances and enables their willingness to pay (WTP) for halal-certified foods. Perceived benefit, owner commitment and readiness only enhance adoption intention. Government regulation and competitive pressure neither enhance nor enable adoption intention; however, government regulation indirectly influences adoption intention through owner commitment. Although perceived behavioral control marginally influences WTP, it remains a significant enabler. Subjective norm only enhances WTP. Other relationships exhibit only marginal significance. Practical implications The findings help MSE owners prepare for HFC. In addition, policymakers may use the identified enablers as a base to prioritize their efforts, thereby more effectively accelerating HFC adoption in MSEs. Originality/value This study tests the research model using a dyadic approach and analyzes the data by applying both sufficiency and necessity logic to distinguish the enhancers and enablers of HFC adoption in MSEs. It advances earlier studies, which commonly use a single perspective and rely only on the sufficiency logic of regression-based methods.