What drives consumersto participate into family takafulschemes? A literature review

Maizaitulaidawati Md HusinDepartment of Management and Human Resource Development,Malaysia University of Technology, Kuala Lumpur, Malaysia, and

Asmak Ab RahmanDepartment of Syariah and Economics, University of Malaya,

Kuala Lumpur, Malaysia

Abstract

Purpose – This paper aims to examine the basic determinants of consumers intention to participatein family takaful scheme using decomposed theory of planned behaviour (DTPB) and identifyingrelevant factors may be moderate the relationship.

Design/methodology/approach – A comprehensive review of the DTPB literature is undertaken,with a particular focus on contribution to family takaful scheme.

Findings – The review finds that intention toward participating in family takaful scheme is are notonly affected by attitude, subjective norm and perceived behavioural control but also influence bymoderating factors like demographic variables, consumer knowledge, situational factors and consumerlevel of religiosity. Inhibiting factors related to insurance and takaful purchase is also highlighted.

Originality/value – Such an extensive review on identifying relevant factors to participate intakaful using DTPB has not been done before. The paper will be useful to researchers, professionalsand others concerned with family takaful to understand the importance factors in participating infamily takaful scheme.

Keywords Takaful, Intention, Attitudes, Subjective norm, Perceived behavioural control,Consumer behaviour

Paper type Literature review

1. IntroductionDespite the growing number of takaful (Islamic insurance) penetration, many still donot have takaful protection (Rahman et al., 2008; Yazid et al., 2012). In Malaysia,insurance and takaful industry is growing over time and recorded a combinedpremium growth of nearly 10 per cent for both the life and general sectors, reachingRM13 billion in the first half of 2007. The assets of the life and general insurance fundsalso climbed to a double-digit growth of 14 per cent to RM116 billion at the end of June2007, from 11 per cent in the corresponding period in 2006 (Ghani, 2007). However,takaful industry still lags behind its conventional counterparts in terms of totalinsurance market penetration and share (Yazid et al., 2012). Furthermore, compared toWestern countries, untapped takaful markets in the majority of Muslim countries stillexist (Ahmad et al., 2010). There is a similar situation in Malaysia where, although thetakaful market has been established for more than 25 years, there are many Malaysiancitizens who do not have takaful protection (Daljit, 2011). Therefore, it is essential to

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Received 16 April 2012Revised 23 July 201229 January 20133 February 201327 February 2013Accepted 27 February 2013

Journal of Islamic MarketingVol. 4 No. 3, 2013pp. 264-280q Emerald Group Publishing Limited1759-0833DOI 10.1108/JIMA-04-2012-0019

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explore and identify what actually may drive consumer intention to buy/participate intakaful/insurance protection. Currently, an abundance of family takaful products andservices are widely available on the market. These include life protection, investmentfor educational purposes, saving for retirement and more. Therefore, it is questionableas to why most Malaysian citizens have yet to participate in family takaful. This raisesthe issue of examining what factors affect consumers’ intention to participate in familytakaful schemes. Consequently, a framework is needed to provide an in-depthunderstanding of consumers’ intention to participate in family takaful protection. Inthis study, the authors build up such a framework based on previous research onbehavioural intention (Ajzen, 1991; Fishbein and Ajzen, 1975; Taylor and Todd, 1995).This research suggests that consumers’ intention towards participation in insuranceprotection depends on the three direct effects known as attitude, subjective norm andperceived behavioural control. Based on the extensive study on past literature, latentvariables are identified which may affect the three concepts that influence consumers’intention.

Other relevant factors are also identified which may affect the proposed framework.Among the proposed factors are demographic variables, consumer knowledge,situational factors and consumer level of religiosity. By incorporating these externalfactors next to the original determinants of consumers’ intention to participate intakaful, the framework seems more applicable in the financial service context.

The outline of the paper is as follows. In the next section, the authors first review thetheories of intention-behaviour. Second, the authors introduce a framework containingall determinants that affect consumers’ intentions to participate in takaful. Third, theauthors examine the basic determinants of consumers’ attitude, subjective norms andperceived behavioural control, as well as the latent variables. Fourth, external factorssuch as level of religiosity are determined since it might moderate the relationshipbetween the three basic determinants and intention. Next, the authors investigate someof factors that inhibit consumers from participating in family takaful schemes. Finally,the authors summarise our findings and discuss the practical and theoreticalimplications, as well as the limitations of this study.

2. A review of intention-behaviour theoriesTheory of reasoned action (TRA) is a theory that indicates both attitude and subjectivenorm will influence intention, which in turn influences behaviour (Ajzen and Fishbein,1980). Basically, intention indicates the probability of a person behaving in a certainway (Fishbein and Ajzen, 1975). Attitude indicates a person’s general feeling offavourableness or unfavourableness towards the behaviour in question, whilesubjective norm indicates the agreement of a reference group with behaviour (Ajzenand Fishbein, 1980). TRA is able to explain, understand, predict as well as influencevirtually any human behaviour in applied settings and is not restricted to a specificbehaviour domain (Ajzen and Fishbein, 1980). The application of TRA has also beenutilised in financial services in relation to behaviour (Amin et al., 2011; Bidin et al.,2009; Omar, 2007; Omar and Frimpong, 2007; Rahim and Amin, 2011; Taib et al., 2008).However, the applicability of TRA was found insufficient in explaining behavioursthat are not volitional (Ajzen and Fishbein, 1980; Ajzen and Madden, 1986). In otherwords, the theory did not take into account situations where an individual has nocomplete or volitional control (Ajzen, 1991). To overcome this, Ajzen (1991) has

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introduced the perceived behavioural control into the model to account for behavioursthat are not under complete control. The term perceived behavioural control representsindividual perceptions of the ease or difficulty of performing the behaviour of interest(Ajzen and Madden, 1986). The applicability of theory of planned behaviour (TPB) hasbeen supported by empirical research in social psychology-related studies (Ajzen, 1991;Taylor and Todd, 1995). TPB has also been the basis for several studies on financialservices consumption (Alam et al., 2012; Amin et al., 2009; Haron et al., 2011;Rutherford and DeVaney, 2009; Siang and Weng, 2011). However, none of these studiesexamined intention towards a family takaful scheme.

Although the TPB is regarded as a universal model of social behaviour, TPB andTRA have both been criticised for not suggesting operational components ordeterminants of behavioural attitudes, subjective norm, and to some extent, behaviouralcontrol. To meet this criticism, Taylor and Todd (1995) decomposed theory of plannedbehaviour (DTPB) into specific components or determinants. Taylor and Todd (1995)included relative advantage, complexity and compatibility as determinants of attitude,mainly inspired by the diffusion theory of Rogers (1995). The determinants of subjectivenorm are believed to be context dependent and, in the case of Taylor and Todd (1995),peer influence and superior’s influence are the suggested determinants, while perceivedbehavioural control decomposed into three determinants, namely self-efficacy, resourcefacilitating condition and technology facilitating condition. The DTPB has been appliedin various information system researches (Beiginia et al., 2011; Bhattacherjee, 2000;Pedersen, 2005; Shih and Fang, 2004; Zolait, 2008) but has yet to be employed in researchof other nature, including financial service.

3. Framework for consumers’ intentions to engage in a family takafulschemeIn developing an in-depth understanding of consumers’ intentions to participate in afamily takaful scheme, the authors built up a framework, as shown in Figure 1. Thecore construction of the framework is adapted from the DTPB by Taylor and Todd(1995), an influential research model in the information systems setting. Although thismodel is specifically tailored to understand the adoption of information technology,some of the factors are useful and relevant to be adapted into the adoption of financialservice. One of the reasons for adapting DTPB is that it provides better explanatorypower than the pure TPB and TRA models. In other words, DTPB is able to provide aclearer understanding of the relationship between factors and the specific impactfactors can have on behavioural intention. In addition to that, DTPB is chosen becausethe unidimensional beliefs constructed in TPB can cause difficulty in terms ofspecificity of the interpretation (Taylor and Todd, 1995). Therefore, by adaptingDTPB, a better satisfactory explanation of adoption intention can be provided.

DTPB framework describes that behavioural intention to participate in a familytakaful scheme is determined by the individual’s attitude, subjective norms andperceived behavioural control toward buying that service. Originally, DTPB identifiedthree latent variables of a person’s attitude which are perceived as usefulness, ease of useand compatibility, however, due to the different nature of the study, the authors adoptedresearch done by Omar (2007) to determine consumers’ attitudes toward insurance,which are risk protection, saving and investment. To illustrate, since the nature ofDTPB is to understand consumer behaviour in the context of information systems,

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adapting all the three determinants of attitudes, namely perceived usefulness, ease of useand compatibility, is inappropriate. Therefore, adapting three determinants of attitudeintroduced by Omar (2007), specifically risk protection, saving and investment, is ofmore relevance. The logic is that adopting a family takaful scheme will benefit theparticipant and their dependants since family takaful offers protection over risk, savingand investment services in their scheme.

The original DTPB also decomposed the subjective norm into two latent variablesfor subjective norms, “peer influence” and “superior influence”. Taylor and Todd’s(1995) decomposing of the subjective norm into peer influence and superior influenceseems justified in an organisational setting which one’s peers may be opposed towardsspecific behaviour, whereas at the same time one’s superior may be encouragingtowards the behaviour. However, as the nature of this study is more focused onmarketing approaches, the authors suggest replacing the element of “word of mouth”or also known as personal referent and “media referents” to the framework. The logichere is that one may believe that his personal referents, such as parents, mayencourage him to participate in a family takaful scheme or else he may believe thatmedia referents through television or radio encourage him to participate in the scheme.

DTPB also identifies three latent determinants of perceived behavioural control whichare self-efficacy, resources facilitating condition and technology facilitating condition.Again, due to different nature, the authors only adopted two of the determinants which areself-efficacy, and resources facilitating condition. The technology facilitating conditionwas deemed inappropriate in this study since family takaful is a financial service

Figure 1.Research frameworkSource: Taylor and Todd (1995), Ajzen (1991)

Intention toengage in

family takafulscheme

Risk protection

Saving

Investment

PerceivedBehavioural

Control

Word of mouthreferents

Media referents

Self-efficacy

Resourcefacilitatingcondition Demographic

Religiosity

Knowledge

SituationalModerating Variables

Attitude

SubjectiveNorm

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instrument and nothing to do with technology. In this study, the authors alsoidentified four exogenous factors in understanding consumer’s intention to participate infamily takaful scheme. All the determinants and latent variables of attitude, subjectivenorm and perceived behavioural control will be discussed further in the next section.

4. Determinants of attitude, subjective norm, perceived behaviouralcontrol and intentions toward takaful4.1 Attitudinal constructAttitude, according to Ajzen (1991), is the psychological tendency that is expressedthrough favourable or unfavourable evaluation of a particular entity. Consumers’attitudes, however, depend on the attributes and the benefits (Chang, 2006). Accordingto Ajzen and Fishbein (1980), attitudes enable human behaviour to be predicted andexplained. Having a negative attitude toward a family takaful scheme or placing littlevalue on the outcomes of this behaviour will decrease the likelihood of the action.Numerous studies (Alam and Sayuti, 2011; Echchabi and Olaniyi, 2012; Golnaz et al.,2010; Joynathsing and Ramkissoon, 2010; O’Connell and Freeney, 2009; Shih and Fang,2004) have documented the significant relationship between attitude and intention touse. Similarly, the effect of attitude on the behavioural intention to buy financialproducts has been theorised and validated by numerous studies such as Echchabi andOlaniyi (2012), Taib et al. (2008), Amin and Chong (2011), and Amin et al. (2011).Selectively, Amin and Chong (2011) examined existing customers of conventionalpawnshops in Eastern Malaysia to use Ar-Rahnu services and found that attitude issignificantly related to behavioural intention. In addition, Echchabi and Olaniyi (2012)examined Islamic banking acceptance among Islamic bank customers in Malaysia.The study reported that attitude had a significant relationship with behaviouralintention. Hence, adapting the attitude construct seems justified.

In the framework construction, the authors include three latent dimensions of the“attitude” construct, namely “risk protection”, “saving” and “investment”. Accordingto Ajzen and Fishbein (1980) and Chang (2006), the salient beliefs of the attitudinalconstruct can be obtained by listing the characteristics, qualities and attributes aboutthe product under consideration. In this study, a family takaful scheme offersprotection against risk, saving and investment purposes. If this service meets orexceeds one’s expectations, consumers’ attitude to participate in takaful is likely to bepositive. All the determinants of attitude are derived from Omar (2007). To illustrate,Omar (2007) conducted a study among non-users of life insurance at Abuja and foundthat protection against risks is the most important factor in determining attitudetowards intention to participate in life insurance, while investment and saving wasfound to be the second and third factors of importance. Therefore, decomposing theattitude into risk protection, saving and investment seems relevant.

4.2 Subjective norm constructSubjective norm assesses the social pressure on individuals to perform or not to performcertain behaviour (Ajzen, 1991). Basically, social pressure can affect one’s behaviour invarying ways in different societies. Numerous studies have documented the significantrelationship between subjective norm and intention (Armitage and Conner, 2001;Pedersen, 2005; Taylor and Todd, 1995). Similarly, the significant relationship betweensubjective norm and intention also has been validated in the financial services setting

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(Razak and Abduh, 2012; Saad et al., 2010; Siang and Weng, 2011). To illustrate, Saad et al.(2010) investigated zakah compliance among businessmen in Perlis, Malaysia. Theyfound that subjective norm significantly influences intention. Siang and Weng (2011)examined the influence of subjective norm among non-Muslim consumers in Malaysiatowards Islamic banking products and services. The study also reported that subjectivenorm significantly influences intention. Based on the above justification, adapting thesubjective norm seems essential. In a more recent study, Razak and Abduh (2012)examined diminishing partnership home financing acceptance among officers, managersand academicians in Kuala Lumpur. The study also reported that subjective norm had asignificant relationship with behavioural intention.

In this study, the authors also included two latent dimensions of the subjectivenorm, namely “word of mouth referents” and “media referents”. “Word of mouthreferents” refers to personal referents such as family members and friends whereas“media referents” refers to the influence of mass media which might influence one’sintention towards behaviour in question (Zolait and Sulaiman, 2009). In other words,family members, friends or religious teachers of the consumers might be able toinfluence them to engage into insurance and takaful. On the other hand, mass mediasuch as newspapers, televisions, magazines and any other related sources are also ableto influence consumers to adopt insurance and takaful.

Previous studies have investigated and found the significant relationship of word ofmouth referents and media referents on subjective norm (Bhattacherjee, 2000;Limayem et al., 2000; Zolait, 2008; Zolait and Sulaiman, 2009). Selectively, Bhattacherjee(2000) examined human motivations to accept business-to-consumer (B2C) electroniccommerce services among e-brokerage users and found that both external (mass-media)and interpersonal influences (word of mouth) are significant determinants of subjectivenorm. Further, Zolait and Sulaiman (2009) identified the influence of communicationchannels (mass media and word of mouth) on the intention to use internet banking (IB)among Yemenis, using a survey questionnaire. The study revealed that both normsinfluence the intention to use IB. Although the influence of word of mouth referentsand media referents have yet to be tested in the financial service context, the relevancyof both of the determinants cannot be ignored. Therefore, the researchers suggestedthat both of these determinants should be included in the framework.

4.3 Perceived behavioural control constructPerceived behavioural control refers to people’s perception of the ease or difficulty ofperforming the behaviour of interest. In other words, an individual’s confidence inperforming a specific task significantly influences behaviour (Ajzen, 1991). Forinstance, when people are not equipped with sufficient resources or information toinitiate the behaviour, their intention to perform the behaviour may be lowered, even ifthey have favourable attitudes and/or subjective norms to perform the behaviour(Madden et al., 1992). In other words, individuals are likely to engage in certainbehaviour if they believe they have the required resources and confidence to performthe behaviour. Numerous studies have disclosed the positive effect of perceivedbehavioural control on intention (Armitage, 2005; Leng et al., 2011; Liao et al., 1999;Zolait, 2008). Various studies in a financial service context also reported the significantinfluence of perceived behavioural control on intention (Raedah et al., 2011; Rutherfordand DeVaney, 2009; Saad et al., 2010).

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Ajzen (2002) suggested that the control factor can be internal or external. Asexplained earlier, DTPB proposed three determinants of perceived behavioural controlwhich is self-efficacy, resources facilitating condition and technology facilitatingcondition. Due to the different nature of study, the authors only adopted two of thedeterminants. Basically, self-efficacy is reflected in the internal perception to performthe specific behaviour. The concept of self-efficacy is introduced by Bandura (1986)while resource facilitating conditions, originating from Triandis (1980), are the externalbeliefs of an individual to engage in the behaviour.

4.4 Exogenous factorsIn this section, the authors identified relevant exogenous factors that may influenceconsumers’ behavioural intention to participate in a family takaful scheme. The majorreasons to consider some exogenous factors include enhancing the predictive nature ofDTPB and facilitating its application in the family takaful scheme context. Generally,factors that contribute to the adoption of a family takaful scheme are likely to varyamong consumers. Thus, in the family takaful scheme context, additional explanatoryfactors are needed beyond the attitude, subjective norm and perceived behaviouralcontrol constructs. Therefore, in this study, the authors identified four exogenous factorsin order to provide a better understanding of the relevant factors that may influenceconsumers’ behavioural intention. All the exogenous factors are discussed below.

4.4.1 Demographic variables. According to Ajzen (1991), demographic variables areable to modify behavioural intentions through their influence on the major attitudinal, socialand situational constraints. Measuring the impact of customer demographics onbehavioural intention gives birth to newer marketing strategies for insurance and takafuloperators by identifying target customers and their needs. Demographic characteristicswere associated with customer behavioural intentions to purchase (Robinson and Smith,2002) and one of the most popular and well-accepted bases for segmenting markets andcustomers (Kotler and Armstrong, 1991). Therefore, in order to fully understand consumers’intentions to engage in life as well as a family takaful scheme, demographic factors have tobe taken into account. Among the variables that are important in association with customerbehaviours are age, gender, education and income (Kaynak et al., 1991; Metawa andAlmossawi, 1998). Previous research also found that age, gender, education level andincome are able to influence consumer intention in the marketing of bank/financial services(Phau and Woo, 2008; Wan et al., 2005; Worthington, 2006). Thus, these four relevantdemographic factors are often used as variables or socio-demographic features.

The first demographic factor is age. Age has been found to affect behaviouralintentions (Hai and See, 2011; Jeddi and Zaiem, 2010). In general, as one grows older, theyare expected to be more experienced, better educated, which then leads to a greaterawareness (Lo et al., 2011; Sherrick et al., 2004). Instead of age, gender differences alsohave an impact on behavioural intention (Hai and See, 2011; Jeddi and Zaiem, 2010). Inanother study, Lo et al. (2011) identified that men are more interested in participatingin insurance. A reason for this is that women have less financial knowledge compared tomales (Chen and Volpe, 2002; Worthington, 2006). Besides, females are basically better intheir role as wives, mothers and homemakers rather than dealing with issues thatinvolve financial matters (Worthington, 2006). The difference in gender also has beenstated by Lo et al. (2011), as they noted that male customers with a university educationand who were married are more likely to buy insurance.

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Concerning the level of education, most research seems to agree that consumerswith a higher level of education have more intention to participate in insurance (Beckand Webb, 2003; Browne and Kim, 1993; Li et al., 2007). Empirical evidence has beenfound which indicates that knowledge on conventional and Islamic finance is higherfor the more educated consumer (Bley and Kuehn, 2004). A higher level of education isrelated to the ability to understand the benefits of risk management and long-termsaving, thus leading to greater precision in risk assessments and positively correlatedwith the demand for any insurance products (Beck and Webb, 2003; Lo et al., 2011;Sherrick et al., 2004). Jeddi and Zaiem (2010) also found that educational level has someimpact on consumer intention.

The final demographic factor is income. Various studies have pointed out thatincome is one of the factors that govern life insurance purchase (Beck and Webb, 2003;Browne and Kim, 1993; Li et al., 2007; Outreville, 1992; Outreville, 1996; Truett andTruett, 1990). There are few reasons for these situations. First, life insurance is aluxury good: increasing in income enables the consumer to invest in related lifeinsurance products (Beck and Webb, 2003). In addition, while increasing in incomebroadens the expected loss of expected utility for the dependents in the event ofthe income earner’s death and increases affordability of income earners to purchase lifeinsurance products, it results in a positive relationship of income and life insuranceconsumption (Li et al., 2007).

Based on the above reasoning, this study postulates that taking demographiccharacteristics into consideration allows insights to be provided on how age, gender,education and income have an impact on behavioural intentions.

4.4.2 Knowledge on family takaful scheme. Understanding the buyer decisionprocess or buyer strategies to buy is one of the useful factors in understandingconsumer behaviour. Consumers usually build a certain set of cognitions, or pieces ofinformation and knowledge about the product offering before deciding to buy or not tobuy the product. In other words, lack of knowledge on takaful may affect consumers’decisions to buy it or not. Various researches have documented that lack of knowledgeis one of the most frequently cited reasons for consumers not to participate in insurance(Oldenboom and Abratt, 2000; Omar, 2007; Omar and Frimpong, 2007). For instance,Ghazali et al. (2011) and Ahmad et al. (2010) stressed that awareness, knowledge andunderstanding of life insurance products in Malaysia is still low, which affects theconsumer’s intention as well as consumption of the services.

4.4.3 Situational factors. Next to these demographic factors, situational factors alsohave a moderating effect on the relationship between “attitude”, “subjective norm”,“perceived behavioural control” and consumers’ intention to participate in familytakaful schemes. For the purpose of this study, only the most relevant situational factorsare discussed, which include “budget constraint”, “time restraint” and “lack of effort”. Tomost consumers, budget constraint is one of the reasons for not participating intoinsurance (Fletcher and Hastings, 1984; Kunreuther and Pauly, 2005; Oluyemi, 1995).The reason for this is that consumers who do not participate in insurance, especially lifeand family takaful schemes, were confronted with varies kind of expenses, leaving themwith no extra money to pay for the insurance premium.

Another situational factor is time restraint and lack of effort (Kunreuther and Pauly,2005). To most consumers, their tight working schedule means they are unable toparticipate in takaful due to the time constraints associated with gathering information

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and searching for the best deal among takaful companies. Thus, although one mighthave a positive attitude, subjective norm and perceived behavioural control towardparticipating in a family takaful scheme, the restriction in time prohibits them fromdoing so. Hence, the existence of situational factors moderates the intention toparticipate into the scheme. In regards to this, the agent must play an important role inapproaching the potential consumer and online services may be relevant due to timesaving facilities and their accessibility 24 hours a day.

4.4.4 Level of religiosity. In order to fully understand consumers’ intentions toparticipate in a family takaful scheme, level of religiosity must also be taken intoaccount. The strength of consumers’ religiosity affects certain aspects of the person’spsychological and physical wellbeing (Moschis and Ong, 2011; Sandikci, 2011).McDaniel and Burnett (1990, p. 103), defined religion as “a belief in God accompaniedby a commitment to follow principles believed to be set forth by God”, while religiosityis related with how an individual expresses a supreme being and builds up arelationship in society. Mokhlis (2009) stated that religiosity is an intricate concept andcovers behaviours, attitudes, beliefs, feelings and also experiences.

There are thousands of different religions being practiced around the world; however,over three-quarters of the world’s population belong to one of six major religions whichare Islam, Buddhism, Christianity, Confucianism, Hinduism and Judaism (Assadi, 2003).One of these religions with elements of haram prohibitions is Islam. It is a religiongoverned by rules and customs built on five pillars, which every Muslim must observe:shahadah or witnessing; salat or prayer; zakah or charity; sawm or fasting; and hajj orpilgrimage. Therefore, a Muslim who has knowledge of Islam and a strong affirmationof its truth with tongue and accepts it by heart is believed to fulfil all the good practice ofthe Islamic teachings. The authors argue that Muslim consumers seek high involvementin Islamic products, due to their faith and prefer to forgo their economic satisfactionwhen it clashes with any of the demands of the Islamic spirit (Siddiqi, 1992; Wilson andLiu, 2010). Besides, a rational Islamic individual would try to behave at their maximumeffort, in accordance to the Islamic norms (Siddiqi, 1992). However, purchase decisionsvary between individuals because different levels of religiosity determine cognitive andbehavioural differences (Assadi, 2003). Besides, even though customers’ choices aregenerally influenced by their religious environments, the degree of influence may varyaccording to the degree of observance.

The influence of religion and consumer behaviour, as well as consumerintention has been validated in various studies (Bonne et al., 2007; Dixon andAbbey, 2000; Kurpis et al., 2006; Metawa and Almossawi, 1998; Pettinger et al., 2004;Skarmeas and Shabbir, 2011; Wilson and Liu, 2011). Selectively, Bonne et al. (2007)investigated the determinants of halal meat consumption within a Muslim migrationpopulation in France and found that Muslims and religiosity have a positiverelationship with the intention to eat halal meat. Further, Wilson and Liu (2011)claimed that Muslim consumers, with high level of religiosity seek high involvement inIslamic products, due to their faith. Indeed, in comparison to those who do notconsistently and cautiously performing Islamic teaching, Muslims with a higher levelof religiosity would be more religious and their intention to participate in a familytakaful scheme is stronger, which will subsequently turn into a favourable responsetowards the consumption of Shariah approved products and services, including afamily takaful scheme.

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Hence, the authors suggest that religiosity strengthens or alters the relationshipbetween the independent variable (attitude, subjective norm and perceived behaviouralcontrol) and dependent variable (behavioural intention). In other words, this studyproposes that level of religiosity exerts a moderating effect rather than indirectlyinfluencing the behavioural intention among Muslims.

5. Inhibiting factorsAlthough participating in family takaful schemes offers participants many benefits,not only in short-term, but also for long-term, most Malaysians still do not have takafulprotection. In this section, the authors identify most of the inhibiting factors whichprohibits consumers from participating in a family takaful scheme.

Kunreuther and Pauly (2005) state that the unwillingness to spend time, effort andcosts associated with the process of decision-making are among the reasons whyindividuals do not purchase insurance. Fletcher and Hastings (1984) and Sandikci(2011) also claim that budget constraints are one of the factors not to buy insurance.However, there are some individuals who believe that participating in such life andfamily takaful schemes is simply a waste of money (Hastings and Fletcher, 1983).

In addition, Thaler (1985) and Omar (2007) stress that some individuals have theirown mental accounts for uncertainties, in other words, they have their own savings,self-allocation and planned expenditures of income for emergency use. Omar (2007)also claims that consumers have less faith and trust towards the insurance companiesbecause they believe that they are not highly exposed to unforeseen risk such as death,disability, critical illness and so forth.

People’s intention to participate in life and family takaful schemes sometimescontradicts their cultural beliefs. Culture plays a key role to shape perceptions. It wouldappear that cultural and religious beliefs do affect consumption of Islamic products andservices (Wilson and Liu, 2010, 2011). This is confirmed by Omar and Frimpong (2007)who state that conflicts with cultural beliefs and out of necessity are two factors, amongothers, which inhibit the purchase of life insurance. Table I summarises the inhibitingfactors which influence consumers to avoid participation in insurance and takaful.

6. Implications and limitations of the study6.1 Implications for researchersFrom a theoretical standpoint, these research results contribute to existing literature inseveral ways. First, the authors enhance takaful literature by providing insights into thefactors that seem to affect consumers’ intention to participate in family takaful schemes.The authors also posit that demographic variables, knowledge about the scheme,situational factors and consumers’ level of religiosity moderate the relationship. Theauthors, therefore, extend the work of, for instance, Echchabi and Olaniyi (2012), Razakand Abduh (2012), Siang and Weng (2011), Amin and Chong (2011), Rutherford andDeVaney (2009) and Taib et al. (2008) in a different takaful context.

Second, the authors also provide a list of dimensions and components that influenceeach of latent variables that includes, but does not limit itself to, participation in familytakaful schemes. This provides a better understanding of the specific factors thatinfluence participation in the scheme which benefits both future researchersand practitioners in structuring the theory and recognising the most influentialfactors affecting participation in the scheme. However, further surveys and research

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should be done to test, validate and filter out the relatively less significant factorsand/or determine relevant situational differences and enhance the conceptualframework. The authors believe that this more integrated and comprehensiveapproach provides additional insights over those provided by previous research.

6.2 Implications for practitionersThe framework proposed is of relevance to marketers since it enables them toassess the features that specifically attract consumer’s intention to participate in familytakaful schemes. Understanding factors that encourage participation in a familytakaful scheme is one of the major strategies in segmenting the schemes to theappropriate target market by tailoring towards consumer needs with the rightmarketing strategies. For instance, our framework shows that consumers’ intentiontoward participating in family takaful schemes is not only influenced by attitudes, butalso subjective norm and perceived behavioural control. Next to this, other factors suchas consumer level of religiosity also affect their intention towards participating infamily takaful schemes. Furthermore, the authors stated that conflicts with culturalbeliefs, lack of knowledge and budget constraints are among some of the reasonssocieties have yet to participate in family takaful schemes. Thus, in order to promoteparticipation in family takaful schemes, the takaful operator must enhance thepromotional campaign by increasing awareness among societies on the benefits ofhaving family takaful protection. The authors, therefore, suggest different methods formarketing communications:

. billboard advertising to enhance potential customer’s awareness and developstrong name recognition;

. a form of print advertisement such as pamphlets and flyers to cater fordemographic segments such as Muslims and working personnel;

Factors Researchers

Conflicts with cultural/religious beliefs Oluyemi (1995), Wilson and Liu (2010, 2011)Out of necessity Oluyemi (1995)Negative word-of-mouth Oluyemi (1995), Omar and Frimpong (2007)Lack of purchasing power/budget constraint Fletcher and Hastings (1984), Kunreuther and

Pauly (2005), Oluyemi (1995), Sandikci (2011)Lack of interest Oldenboom and Abratt (2000),Lack of knowledge Oldenboom and Abratt (2000), Omar (2007), Omar

and Frimpong (2007), Sandikci (2011)Lack of confidence Omar and Frimpong (2007)Lack of exposure Omar (2007)Companies’ bad reputation Omar and Frimpong (2007)Socio-cultural characteristics (relying on familyfor help in emergencies)

Omar and Frimpong (2007)

Though not exposed to risk Omar (2007), Omar and Frimpong (2007)Intrust the insurance company Omar (2007), Omar and Frimpong (2007)Time, effort and cost restraint (unwillingness tospend time, effort and costs associated with theprocess of decision making)

Kunreuther and Pauly (2005)

Have own mental account Thaler (1985), Omar (2007)Table I.Inhibiting factors

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. develop word of mouth advertising by requesting satisfied clients to promoteproduct among their friends; and

. use influential or credible people in testimonial advertising.

6.3 LimitationsAs with any conceptual model, our model also has its limitations. First, although ourframework is based on a combination of results from many different studies in thefinancial service context, the question can be raised for future research concerningwhether other variables need to be introduced into the framework. However, theauthors are confident that we have given an overview of the most relevant factors inthis context.

A second limitation of this study is that the authors proposed a framework based on theextensive study on the literature review and has never been tested using experimentalevidence. Therefore, some caution should be taken in adapting our framework intothe empirical evidence. Finally, due to limited publication, only a limited number ofprevious researches on intention determinants to engage in financial services including ininsurance and takaful context were discussed in this study.

Notwithstanding the above limitations, this study contributes towards a betterunderstanding of the factors influence consumer intention to participate in a familytakaful scheme.

7. ConclusionIn this study, the authors adapted DTPB to provide a better understanding of thefactors that drive consumers’ intention to participate in family takaful schemes. Basedon the extensive literature search, the authors identified relevant determinants ofattitude, subjective norm and perceived behavioural control, and proposed moderatingfactors which influence consumers’ intention. To the best of the authors’ knowledge,this is the first study to identify relevant factors influencing participation in familytakaful schemes using DTPB. Our review suggests that the DTPB, although originatedin the information systems background, appears to be a relatively general model forexplaining consumer behaviour across different contexts and cultural groups and canbe adapted into other settings, including a financial service context.

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About the authorsMaizaitulaidawati Md Husin is Lecturer at the School of Professional and Continuing Education,Malaysia University of Technology, International Campus. Her research interests are Takaful,Islamic Economics, Banking and Finance. Maizaitulaidawati Md Husin is the correspondingauthor and can be contacted at: maizaitulaidawati@ic.utm.my

Asmak Ab Rahman (PhD) is Senior Lecturer at the Academy of Islamic Studies, University ofMalaya. Her works have appeared in African Journal of Business Management, EuropeanJournal of Social Sciences, Arab Law Quaterly, World Applied Sciences Journal and other journals.Her main research interests lie in Takaful, Islamic economics, Islamic legal maxims and Waqf.

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