Halal transportations will ensure that the Halal status of the products will be preserved. Halal certification is believed to increase the operation cost for the transport providers, which reflect the price paid by customers who choose to buy products transported by Halal transportation. Hence, it is worthwhile to investigate the willingness of Muslim consumers to pay extra for the Halal transportation cost. The study aims to identify factors influencing Muslim consumers’ attitude towards their willingness to pay for Halal transportation. Using the stimulus-organism-response model, attitude which represents the organism factor will be treated as a mediator for variables representing the stimulus factors and the variable for the response. On the other hand, the study will also examine the effect of knowledge as a moderating factor. The data was collected from Muslim consumers in Kuala Lumpur. Applying the purposive sampling method with a self-administered survey, 202 respondents agreed to participate in the study. The findings revealed that awareness and perceived behavioural control are a stimulus towards attitude, and attitude is a significant organism on willingness to pay. The study also found that attitude mediates the relationship between awareness and perceived behavioural control towards the willingness to pay for Halal transportation. Additionally, the knowledge has a moderating effect of the relationship between attitude and the willingness to pay. The findings of the study are not only beneficial for the Muslim community in Malaysia, but also the Muslims around the world.

Abstract
1. Introduction
2. Literature Review
    2.1Willingness to pay (WTP)
    2.2. Awareness
    2.3. Perceived Behavioural Control (PBC)
    2.4. Attitude
    2.5. Mediation
    2.6. Moderation
3. Methodology
4. Analysis and Findings
    4.1. Measurement model
    4.2. Structural model.
5. Discussion
6.0. Conclusion
References

• A. H. NGAH(Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu) Corresponding Author
• HD KIM(College of Future Convergence, Sunchon National University)
• R.M.HANAFIAH(Department of Maritime Management, Universiti Malaysia Terengganu)
• N. H. M. SALLEH(Department of Maritime Management, Universiti Malaysia Terengganu)
• J. JEEVAN(Department of Maritime Management, Universiti Malaysia Terengganu)
• N.M. ASRI(Top Fast Logistics Sdn Bhd)