ABSTRACT
Purpose>This study aims to determine the role of knowledge, trust and religiosity in influencing the intention to donate cash waqf online among Muslim millennials in Indonesia.Design/methodology/approach>Using a framework based on the theory of planned behavior, primary data was collected from 418 Muslim millennials who domiciled in large cities in Indonesia and subsequently analyzed using the structural equation modeling method.Findings>The main findings suggest that knowledge, trust and religiosity play a positive role in explaining the intention to donate cash waqf online among Indonesia’s millennials. Religiosity is found to be the most powerful factor in influencing attitude, while knowledge is the least significant factor influencing the attitude, which subsequently influences the intention to engage in online cash waqf. Social norms and perceived behavioral control are also positively influencing such intention.Practical implications>These results imply that it is important for waqf institutions to reflect strong Islamic values in their cash waqf products and to more strongly communicate religious messages about the benefits of giving cash waqf to the millennials. It is also crucial to increase waqf literacy through appropriate campaigns. Moreover, they need to be more transparent and accountable to establish, maintain and enhance trust in their organizations. Overall, these findings are expected to provide insights enabling waqf institutions to devise effective marketing strategies for raising the level of online cash waqf donation in Indonesia.Originality/value>This is thought to be one of the first studies to investigate the factors influencing online cash waqf donations among Muslim millennials in Indonesia.