To read the full version of this content please select one of the options below:

Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia

Ahasanul Haque (Department of Business Administration, International Islamic University Malaysia, Kuala Lumpur, Malaysia)
Abdullah Sarwar (Department of Business Administration, International Islamic University Malaysia, Kuala Lumpur, Malaysia)
Farzana Yasmin (Department of Business Administration, Management and Science University, Shah Alam, Malaysia)
Arun Kumar Tarofder (Department of Business Administration, Management and Science University, Shah Alam, Malaysia)
Mirza Ahsanul Hossain (Department of Business Administration, East West University, Dhaka, Bangladesh)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 9 March 2015

Downloads
6617

Abstract

Purpose

This study aims to identify the factors that influence Malaysian non-Muslim consumers’ perception towards buying halal food products.

Design/methodology/approach

A structured close-ended questionnaire was used for data collection through a random distribution to 500 non-Muslim consumers from various states in Malaysia.

Findings

Using SPSS package, the factor analysis was able to identify three main variables. Later, the hypotheses were tested using structural equation modelling. This study has indicated that the perception of non-Muslim consumers about halal food products is influenced by their attitude, subjective norm and perceived behavioural control, specifically in the context of Malaysia.

Research limitations/implications

This finding will help both the academics and the industry food makers in understanding the perception of non-Muslim consumers towards the concept of halal food products.

Practical implications

The outcome of the study can serve as a useful reference to relevant Malaysian statutory bodies on the current perception of the Malaysian non-Muslim consumers towards Malaysian halal agenda. This will also help the industry food makers to serve their customers better as well as maximize their profit through a well-planned marketing campaign.

Social implications

It prepares a sound basis for Malaysian policymakers to promote the involvement of Malaysian non-Muslim entrepreneurs within the halal food service industry with the intent of improving the socio-economic strata of its participants and, at the same time, fulfilling their religious obligations in providing halal foods for fellow Muslims.

Originality/value

Because very few researches have studied non-Muslim consumers’ perception towards halal food products, the development of halal food theory will help in capitalizing the practices in non-Muslim countries.

Keywords

Citation

Haque, A., Sarwar, A., Yasmin, F., Tarofder, A.K. and Hossain, M.A. (2015), "Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia", Journal of Islamic Marketing, Vol. 6 No. 1, pp. 133-147. https://doi.org/10.1108/JIMA-04-2014-0033

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited