DRIVERS OF GEN Z’s INTENTION TO SUBSCRIBE TO TAKAFUL TRAVEL
EVIDENCE FROM MALAYSIAN UNDERGRADUATES
Keywords:
Generation Z, Takaful Travel, Islamic Finance, Consumer Behavior, Theory of Planned Behavior (TPB)Abstract
This study investigates the determinants influencing Malaysian Generation Z undergraduates’ intention to subscribe to Travel Takaful, a Shariah-compliance alternative to conventional travel insurance. Grounded in the Theory of Planned Behavior (TPB), the research examines the predictive roles of attitude, subjective norms and perceived behavioural control, while incorporating religiosity and awareness as extended constructs to enhance contextual relevance. A quantitative approach was employed, utilizing a structured questionnaire distributed to 301 university student across Malaysia. The findings reveal that attitude and perceived beavioral control significantly and positively influence the intention to subscribe, whereas subjective norms exert a moderate effect. Additionally, religiosity and awareness indirectly shape behavioural intention through their impact on attitude formation. There results underscore the importance of ethical alignment, digital accessibility, and informational outreach in promoting Travel Takaful among younger Muslim consumers. The study contributed to the literature on Islamic financial behaviour and offers practical insights for Takaful providers seeking to engage the Gen Z market segment through value-driven and user-centric strategies.
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