Crisis response strategies and its impact towards crisis responsibility, organization image, and boycotting intention for halal food harm crisis

In today's world of organizations, the constant risk of crises is a big challenge that affects businesses of all sizes, reputations, and industries. Crises can happen unexpectedly and can have various negative effects on organizations. The growing worry in Malaysia about crises linked to Halal food, particularly focusing on the repeated problems faced by Malaysian Muslims because of the selling of non-Halal products. Previous studies show that many organizations don't handle crises well and often don't follow recommended crisis management practices, especially when it comes to Halal issues. This perspective of seeing Halal concerns as external problems leads to poor crisis management, which can seriously harm an organization's ability to survive. The main goal of this research is to examine crisis response strategies and their influence on the connection between crisis responsibility, organizational image, and consumer boycotting intentions during a Halal Food Harm Crisis with the moderating impact of religion. The research uses an online experimental approach with a 3x4 between-subjects design, utilizing survey questionnaires for data collection. The findings of this research reveal that during a Halal food harm crisis, organizations are perceived to bear a high level of crisis responsibility, resulting in significant damage to their image and exhibit a moderate potential to provoke consumer boycotts. Importantly, the level of perceived organizational crisis responsibility significantly influences the effectiveness of crisis response strategies in managing image and boycotting intentions. This study establishes that crisis response strategies play a crucial mediating role between crisis responsibility attribution and organizational image and boycotting intentions. Specifically, consumers attributing high crisis responsibility perceive crisis response strategies as more effective in maintaining a positive organizational image and reducing the intention to boycott. Notably, the research finds no significant differences between the Muslims and non-Muslims in the impact of various crisis response strategies across different levels of crisis responsibility. In conclusion, the research underscores the critical necessity for organizations to employ crisis response strategies during Halal food harm crises to maintain a positive organizational image and decrease the intention to boycott the organization.

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