The Influence of Brand Awareness, Trustee Communication, and Religiosity on Intention to Purchase Innovative Waqf Products: An Extended Theory of Planned Behaviour Approach

Strategic branding, effective communication, and strong institutional awareness are increasingly important in shaping consumer behaviour toward Islamic financial and philanthropic products. Despite growing interest in innovative waqf mechanisms such as cash waqf, waqf shares, waqf sukuk, corporate waqf, and waqf-linked investment products, limited research has examined the behavioural determinants influencing consumers’ intention to purchase innovative waqf products. This study investigates the influence of brand awareness, trustee communication, and religiosity on intention to purchase innovative waqf products among Malaysian Muslims using an extended Theory of Planned Behaviour (TPB) framework. Specifically, the study examines how these antecedent variables influence attitude, subjective norms, perceived behavioural control, and ultimately purchase intention toward innovative waqf products. Survey data were collected from 187 Malaysian Muslim respondents and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that brand awareness, trustee communication, and religiosity significantly influence the TPB components and positively affect purchase intention. Attitude, subjective norms, and perceived behavioural control also demonstrated significant mediating effects. The results confirm the suitability of the extended TPB model in explaining consumer purchase intention in the context of Islamic social finance and innovative waqf products. This study contributes to Islamic marketing, consumer behaviour, and waqf literature by demonstrating how institutional credibility, communication effectiveness, branding strategies, and religious values shape consumers’ behavioural intentions toward innovative waqf offerings. Practical implications suggest that waqf institutions should strengthen branding initiatives, improve transparency in communication, and develop consumer-oriented, innovative waqf products to enhance public trust and encourage adoption. Limitations and future research directions are also discussed.

Marketing

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