Investment-linked products (ILPs) are the latest innovations from the Islamic finance
industry that offers investors the opportunity to get protection and investment through
their family takaful plan. In this paper, we focus on exploring the preference toward
investment-linked Takaful plan. Based on the propositions of the theory of interpersonal
behaviour and the theory of Islamic consumer behaviour, we develop a conceptual model
to investigate factors that could explain the preference toward investment-linked products
(ILP). We have used a structured literature review to conduct a critical review of the
literature. Attitude is positioned as mediation in the developed conceptual model. The
conceptual model proposed in this study is the first of its kind and contributes to the
existing literature of behavioural finance
