ABSTRCKHalal violation is a critical issue in the Islamic market, but little is known on its impact on the Muslim consumer. Thus, this study investigates the effect of psychological contract violation (PCV), recovery satisfaction, and severity of halal violation on product boycott. The moderating role of PCV in the relationship between recovery satisfaction and seriousness of a violation on the product boycott is also examined. Data collected from a sample of 360 customers were analyzed using PLS-SEM. The results show that recovery satisfaction, severity, and PCV significantly influence product boycott and PCV significantly moderates the relationship between recovery satisfaction and product boycott. This study provides new insights into the relationships among recovery satisfaction, the severity of the halal violation, psychological contract violation, and product boycott and helps the managers to design recovery action toward halal violation.

Purpose - Managing trust recovery in case of violation of halal products should be seen in light of the severity of violation as perceived by the consumer. This study aims to investigate how the severity of violation on halal directly impact negative consumer behavior (avoidance, boycott and revenge), and its moderating effect on the relationship between trust recovery and avoidance, boycott and revenge. Design/methodology/approach - In total, 212 questionnaires were distributed amongst customers who were aware and/or had experienced the violation of a halal product in Klang Valley, Malaysia - each of whom were selected using convenience sampling methods. Data were analyzed using descriptive statistics and structural equation modelling techniques, were partial least squares (PLS) software was used to measure the direct and indirect relationships between the variables. Findings - The results of this investigation showed that trust recovery and negative consumer behavior are negatively related; severity is positively related to avoidance, boycott and revenge; and severity moderates the relationship between trust recovery and avoidance. Research limitations/implications - Empirically, it was found that severity and trust recovery are a significant component that influence negative consumption behavior. This study has significant implications alongside research implications despite some limitations. Practical implications - In a severe violation case, a company needs to ensure that the strategy to fix the problem is genuine and trustworthy, as consumer trust on the recovery action by company is significance to influence customer avoidance in consuming the company's product. Originality/value - The uniqueness of this study exists in the fact that it is the first known one to concentrate on halal violation and examine the moderating effect of severity of halal violation on the relationship between trust recovery and negative consumer behaviors (avoidance, boycott and revenge).

Consumer susceptibility to interpersonal influence is a general trait that varies across persons and affects a number of consumer behaviour. This study assessed the similarities and differences in terms of consumer susceptibility to interpersonal influence between young adult Muslim living in a Muslim country (i.e. Malaysia) and non-Muslim country (i.e. Britain). To investigate the differences in susceptibility to interpersonal influence between young adult Muslim in Malaysia and Britain, the Consumer Susceptibility to Interpersonal Influence Scale was used. A total of 175 and 217 completed survey questionnaires were collected from Malaysian Muslim and British Muslim sample, respectively. Data collected were analysed using exploratory factor analysis and independent t-test. Findings suggest that irrespective of group, there were two-factor dimensions underlying an individual's susceptibility to interpersonal influence; namely normative and informational influence. In comparison to British Muslim, Malaysian Muslims were more susceptible to normative influence. This finding may suggest the importance of group approval among Malaysian Muslims' decision-making. While most Muslim consumers' lifestyle, dietary and financial rules are determined by the Islamic faith, findings from this study suggest that they are far from homogeneity. This study reveals that Muslim consumer from Malaysia and Britain demonstrate differences in terms of their susceptibility to interpersonal influence which consequently will affect marketing practitioners around the world on how to serve their relatively young Muslim consumers from different countries.