Integrating Trust in Agents into the Theory of Planned Behavior: A Conceptual Framework for Family Takaful Demand in Malaysia

Abstract

This conceptual study explores the factors influencing family takaful demand in Malaysia, emphasizing the integration of trust in agents into the Theory of Planned Behavior (TPB). While attitude and subjective norm remain central to the TPB framework, this study introduces trust as a moderating factor, alongside demographic and contextual control variables such as gender, income, education and digital readiness. The study responds to recent developments in Malaysia’s takaful landscape, where participant rates continue to grow but overall penetration remains modest at approximately 20% despite over 6.6 million active certificates recorded in 2024. Empirical findings from Bank Negara Malaysia and the Malaysian Takaful Association highlight the rising importance of digital adoption and agent networks in driving new business contributions. By recognizing the agent-customer relationship as a cornerstone of trust, this study positions trust not only as an interpersonal construct but also as a mechanism for reducing uncertainty in financial decision-making. Post-pandemic shifts in consumer awareness, particularly among the younger demographics, further reinforce the relevance of integrating digital competence and health consciousness into takaful participation models. The proposed framework offers a theoretically robust and practically relevant foundation for future empirical testing, employing quantitative approaches such as PLS-SEM to assess moderating effects. This study contributes to both academic discourse and industry practice by extending TPB, providing actionable insights for policymakers, takaful operators and agents seeking to enhance market penetration. Thus, it emphasizes the need for holistic strategies that combine behavioral, relational and technological factors to strengthen Malaysia’s position as a global leader in family takaful.