Non Muslim acceptance of halal product in Malaysia

Saleh, Hasan and Rajandran, Thurga (2024) Non Muslim acceptance of halal product in Malaysia. International Journal of Academic Research in Business and Social Sciences, 14 (12). 4579 - 4597. ISSN 2222-6990

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Abstract

This study explores understanding of halal among non Muslim consumers in Malaysia, highlighting factors influencing their purchase intentions. Findings indicate halal awareness, certification, marketing, and knowledge significantly impact non-Muslim consumers' willingness to buy halal products. Increased halal awareness enhances trust in product safety and quality, while effective marketing strategies improve perceptions and broaden appeal. The study identifies a growing acceptance of halal products among non-Muslims, driven by health consciousness and ethical considerations. Additionally, halal certification is recognized as a vital trust signal, assuring compliance with high standards. Educational initiatives are essential for addressing misconceptions and fostering a deeper understanding of halal principles. Ultimately, this study underscores importance of halal in promoting cultural diversity and inclusivity within Malaysian society, positioning it as a valuable concept transcends religious boundaries.

Item Type:	Article
Uncontrolled Keywords:	Halal products, Non-Muslim consumers, Purchase intention, Halal certification, Halal marketing, Halal knowledge
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Sabariah Ismail
Date Deposited:	09 Apr 2025 16:20
Last Modified:	09 Apr 2025 16:20
URI:	http://eprints.utem.edu.my/id/eprint/28658
Statistic Details:	View Download Statistic

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