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Non-Muslim Malaysians’ purchase intention towards halal products

Shyue Chuan Chong (Tunku Abdul Rahman University College, Malaysia)
Chin Chai Yeow (Universiti Tunku Abdul Rahman – Sungai Long Campus, Malaysia)
Choon Wei Low (Universiti Tunku Abdul Rahman – Sungai Long Campus, Malaysia)
Pei Yew Mah (Universiti Tunku Abdul Rahman – Kampar Campus, Malaysia)
Diep Thanh Tung (Tra Vinh University, Tra Vinh City, Vietnam)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 5 May 2021

Issue publication date: 24 June 2022




Halal products were a norm in the Muslim countries; however, halal food products were not only being consumed by Muslims nowadays. People are concerned about their daily needs, especially their food and spend in this modern society. Customers nowadays are more educated, and all the information can be easily accessed by just a click. Previous literature found that customers are looking for quality products and products that are safer to be consumed.


The purpose of this study investigates non-Muslim customers’ intention in consuming halal food products in Klang Valley, Malaysia. Using 321 non-Muslim responses from Klang Valley, partial least square regression was used to examine the factors influencing the customer’s purchase intention on halal products.


The results show that product quality, product price, product availability and product safety significantly influence the purchase intention of urban non-Muslim on halal food products. The result implies that product quality is the most significant factor compared with other variables.


The data and results may contribute to the relevant authority to form a proper plan to improve Malaysia’s halal food items.



Chong, S.C., Yeow, C.C., Low, C.W., Mah, P.Y. and Tung, D.T. (2022), "Non-Muslim Malaysians’ purchase intention towards halal products", Journal of Islamic Marketing, Vol. 13 No. 8, pp. 1751-1762.



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