107 Volume 20 Issue 2 eISSN 2600- 7894 Labuan Bulletin of International Business &Finance THE ACCEPTANCE OF DIGITAL FINANCE (DiFi) AMONG MUSLIM CONSUMERS IN MALAYSIA Haneffa Muchlis Gazali a* , Junisa Jumadi b a Labuan Faculty of International Finance, Universiti Malaysia Sabah, FT Labuan, Malaysia b Prudential BSN Takaful Berhad, Wangsa Maju, Kuala Lumpur, Malaysia *Corresponding author’s email: haneffa@ums.edu.my ABSTRACT Digital Finance (DiFi) is a promising way of promoting inclusive finance. The internet plays a significant role in promoting advancement in the financial industry, especially digital finance. There are many benefits digital finance could offer, such as greater financial inclusion, expansion of financial services, affordability, security, and convenience. Although there is an increasing number of digital finance adopters in recent years, the acceptance has not been impressive in rural areas. Many consumers in rural areas still seriously suffer from digital finance exclusion. The purpose of this study is to explore and understand the Muslim consumers' intention to use digital finance by extending the Technology Acceptance Model (TAM) with Perceived Credibility and Subjective Norm. A secondary methodology is used for this study through library research by reviewing the concepts of digital finance adoption. This conceptual paper provides an understanding of the acceptance of DiFi among Muslim consumers in Malaysia. The conceptual model of this study could contribute to researchers keen on investigating the adoption of DiFi relating to Muslim consumers. The factors presented in this study are limited. Future research should consider more measures of digital finance adoption. This paper is one of the very few attempts that examined the acceptance of digital finance among Muslim consumers in Malaysia. JEL classification: G41. Keywords: Digital finance, Muslim consumers, perceived credibility, social influence, TAM. Received: October 28, 2021 Revised: April 21, 2022 Accepted: November 29, 2022 1. INTRODUCTION The world had experienced radical changes in consumer behaviour due to the Covid-19 pandemic. The health crisis caused by the covid-19 had forced the banks to shift their business models and operations through digital and technology application applications (Bellens, 2020). In addition, Ernst & Young Consumer Index report stated that the lockdown and pandemic dissipate consumers’ behaviour toward banking. Perhaps, the