| 520 สาระสังเขป |
This study applies institutional theory to understand why food processors seek CICOT halal certification. The study relies on new institutional theory, which argues in brief that organizations that perform similar functions take similar forms due to isomorphic pressures that shape their objectives. The conceptual framework incorporates theisomorphic pressures, forces, and resulting strategic decisions that proposed a total of five hypotheses. The research surveyed firms that had begun the certification process (n= 350). The survey addressed a total of 15 possible factors. This survey was distributed using a self-administered online questionnaire. Confirmatory factor analysis was used to investigate the factor structure, including internal consistency and convergent validity. Multiple regression analysis was used to evaluate the effects of isomorphic forces. The results showed that mimetic isomorphism and coercive isomorphism had significant and positive effects with much higher effects of mimetic isomorphism than coercive isomorphism. While the effect of normative isomorphism was significant, it was also negative, contrary to expectations. One-way ANOVA was used to investigate group differences in mean levels of CICOT halal certification. The results indicated that the Consumer Products category had lower levels of CICOT halal certification than other categories, which was significant in seven of the nine other categories. However, therewere no significant mean differences in levels of CICOT halal certification between firms of different sizes. The study concluded that it is mimetic isomorphism, which encompasses the pressure to compete and adoption of competitor strategies, that is the main influence on the level of CICOT halal certification. The main implications of thestudy were discussed. |