Application of the Tayyib concept among Malaysian muslim consumers: The role of nutrition label

Abstract

Purpose

This study aims to determine the effect of health knowledge on nutrition-label use and attitude, and consequently on healthy food choice among Malaysian Muslim consumers.

Design/methodology/approach

This study adopts the positivist, deductive and quantitative approach. A sample consisting of 257 Muslim consumers, at least 15 years old, were selected using systematic street-intercept sampling method. Data collected using a self-administered questionnaire were analysed using descriptive statistics and structural equation modelling (SEM).

Findings

The findings reveal the significant positive effect of health knowledge on nutrition-label use and attitude towards nutrition label, but only attitude towards nutrition label significantly predicts healthy food choice.

Research limitations/implications

Though the findings add to the existing literature, provide useful information on how nutrition label could guide the consumer to make healthier food choices and serve as a reference point that could stimulate and guide future researchers and other relevant parties, this study is limited by several factors that require replication in future research.

Originality/value

This research is perhaps one of the first attempts to consider the role of nutrition label as one of the ways to comply with the Tayyib principle.

Citation

Zainol, Z., Yahaya, R., Osman, J. and Omar, N.A. (2020), "Application of the Tayyib concept among Malaysian muslim consumers: The role of nutrition label", Journal of Islamic Marketing, Vol. 11 No. 3, pp. 819-840. https://doi.org/10.1108/JIMA-03-2018-0048