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The purpose of this paper is to examine potential determinants of halal perception and to validate the mediating model of halal perception on purchasing decision of Malaysian consumers.

This study uses a survey to obtain the relevant data. The survey involved self-administration of questionnaires to 420 consumers and 96 per cent responded. The questionnaire consists of four sections designed to obtain information on demography, halal perception, determinants of halal perception and purchase decision.

The main finding reiterates the role of credible signals in credence items purchased as suggested by the signaling theory. Halal perception has association with respondents’ purchase decision. Thus, it highlights that halal perception is the mediating variable that intervenes in the relationship of a few independent variables and the purchase decision trends. The independent variables such as manufacturer identity, product label, physical product and packaging as well country of origin are considered to be important extrinsic cues that deliver messages regarding the halal of certain food products. The association of the four variables with halal perception is also found to be significant.

The originality of this study lies in its attempt to explore the role of halal perception in the marketing of food products especially within the scope of a Muslim’s market. Besides, this study attempts to investigate the halal issue based on a specific model that includes potential variables and the intervening role of halal perception.

Islamic finance and Halal product sectors are thriving successfully. This chapter is a general review of the perception of Asian consumers on Islamic finance and Halal sectors in the global Halal economy.

The first section will briefly describe the Halal concept in both Islamic finance and Halal industries, and the growth of both sectors in Asian countries. The second part highlights the review of Asian consumers’ perception towards Islamic finance products and Halal products.

The review found that the consumers’ perception towards the Islamic finance products and Halal products is distinctive. This is due to the diversity of Asian countries in terms of geography, religion, culture, ethnic, school of thoughts (madzahib), income per capita and government’s involvement.

The third part of the chapter concentrates on planning towards Halal marketing, which involves the move and future challenges in different layers of industries to gear up and strengthen the Halal economy.

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

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

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.

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.

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.

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.

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.

The purpose of this study is to describe cosmetics purchase behavior of young, educated Muslim females in Malaysia and to explore its relationship with certain potential antecedents.

This study uses a survey on a sample of female consumers from four higher education institutions in the urban area of Bangi Selangor, Malaysia. From their respective institutions, 150 respondents were selected through the purposive sampling method. Self-administered questionnaire has been used to gather information from the respondents. The survey data were analyzed using descriptive, t-test and correlation analyses to accomplish the study objectives.

The study indicates that millennial Muslim cosmetic purchase behavior falls under the “Limited Decision Making” classification. The classification is due to the pattern of pro-active behaviors exhibit through the information search for details about ingredients, halal clue, countries of origin, health safety guarantee and the benefits of the cosmetic products. Young, educated female consumers adore branded cosmetic items and show willingness to accept higher prices for the branded items. Despite brand consciousness, they demonstrate a relatively high concern on the halalness of the product. Based on the correlation analysis, all variables were found to be significant and the most significant of them was brand.

Millennial consumers are information technology savvy and have access to vast information about products. As a result, the findings reiterate that millennial consumers demonstrate different purchase behavior, which is worth exploring by future researchers. In addition, other latent antecedents such as religiosity and world view are worth including in future studies.

Cosmetic manufacturers and marketers must ensure that their products signal positive images to fit the expectations of young and educated Muslim consumers. Although brand conscious, such consumers demonstrate prudent behavior in terms of searching for halalan and toyyiban products.

This study adds value in the area of halal product marketing because of two unique focuses. First, it examines the purchase of cosmetic products, which are relatively understudied compared to halal food. Second, it considers the perspectives of educated Muslim millennials, who are expected to demonstrate more specific purchase behaviors than a generalized millennial group. Therefore, the originality of this study revolves around the consideration of these two aspects, which are relevant to contemporary business marketing discussions.

The purpose of this paper is to investigate the preferred minimum level of segregation for halal meat in supermarket, transport, storage and terminals; the responsibility of halal logistics; and the willingness to pay for halal logistics in a Muslim and non‐Muslim country.

This is a comparative study involving Muslim consumers in Malaysia and The Netherlands. Cross‐sectional data were collected through a survey with 251 Muslims in Malaysia and 250 Muslims in The Netherlands. Data were analysed by means of nonparametric tests.

There is a preferred higher level of segregation in a Muslim country than a non‐Muslim country. A Muslim country has a higher willingness to pay for a halal logistics system as compared to a non‐Muslim country. Furthermore, there lies a heavy responsibility with the manufacturer to extend halal assurance towards supply chain management.

The study confirms there is a need for a different level of segregation and therefore different halal logistics standard in a Muslim country and a non‐Muslim country. However, during the survey in The Netherlands significant rejections were received from especially first generation Muslims due to the lack of understanding of the Dutch language. Similar surveys need to be conducted in other countries in order to be able to generalise over the various Islamic schools of thought, local fatwas and local customs.

Halal logistics is important to the Muslim consumer and critical for the trust in a halal certified brand, which requires extending halal integrity from point of production to the point of consumer purchase.

This study is a preliminary one investigating the consumer perception on halal logistics. The study indicates the level of segregation required for a halal meat supply chain in a Muslim and non‐Muslim country.

This paper aims to investigate the factors that motivate consumers to pay for halal logistics certification and consequently demand for its certification in Pakistan.

The study used a sample of 302 respondents from the city of Karachi, Pakistan and used partial least square structural equation model. The study used consumers’ perception, concern and personal societal perspective to determine their willingness to pay and the demand of halal certification.

Results revealed that all of the aforementioned variables are significant and positive except perspective usefulness which has insignificant and negative relationship with consumer willingness.

Pakistan is an Islamic state and people living there are very cautious about the food items they eat and the procedures they follow. Therefore, this study contributes to evaluate such factors that influence consumer willingness to pay for halal logistics in Pakistan. Furthermore, this study suggests policymakers and 3rd party logistics service providers to educate their potential consumers about halal logistics and halal certification.

There is a growing demand of Halal products and services in a number of non-Muslim countries. Although Muslim consumers have been studied in several research studies but there is dearth of empirical studies about the perceptions of non-Muslims towards Halal. The purpose of this paper is to investigate the perceptions of non-Muslims towards Halal products and services.

The data were collected from non-Muslims of UK through snowball sampling technique. In total, 29 interviews were conducted. The consumer perceptions were explored about Halal foods. The qualitative data were analysed for thematic analysis by adopting Spiggle’s steps for data analysis.

It was found out that majority of the non-Muslims have positive perceptions regarding the Halal products and services as far as quality is concerned. The themes which emerged from these interviews were quality, knowledge about Halal, acculturation and animal welfare issues.

This study will guide the Halal marketers about how to market the Halal products and services from the non-Muslim customers.

This is probably among the rare studies on non-Muslims regarding their perceptions towards Halal.

This paper aims to measure and analyze the halal awareness of Indonesian consumers toward halal products. This paper also measures the religious belief, health reason, halal logo certification and exposures of Indonesian consumers and tests the correlation between those and halal awareness. The finding can be used as reference for government and halal policymakers related with halal product.

The research is performed using self-administrated questionnaires and convenience sampling. The questionnaires were distributed for Muslim respondents in Indonesia, male and female, aged 18 up to 60 years old. The data are statistically analyzed by Cronbach’s alpha and Pearson correlation test using SPSS 16.0.

The study found that halal awareness of Indonesian consumers is very good (very high) with index of 94.91. The halal awareness is supported with very high index of religious belief (96.61), health reason (89.83) and logo certification (84.71), and good index of exposures (78.72). The study also shows that religious belief becomes the most factor that influence the Indonesian halal awareness, followed by health reason then logo certification, while exposure is the least factor influencing the halal awareness.

This research is one of few studies in Indonesian context which is investigating and measuring the index of halal awareness of Indonesian consumers. The study also provided new findings of Indonesian halal awareness influence factors (religious beliefs, health reason, logo certification and exposure); its index and its correlation to the halal awareness level. The result of the study is quite different with other halal awareness studies. Therefore, this paper becomes one of the pioneer for study in the context of Indonesian halal awareness analysis.

The purpose of this study is to empirically investigate the effects of religiosity level, ethnocentrism, subjective norms, product judgment and trust in Halal food products on the consumer intention to purchase a Muslim (manufactured in a majority Muslim country) versus a foreign (manufactured in a majority non-Muslim country) product available on the Lebanese market across the two main Muslim sects, namely, Sunnism and Shiism.

The study used a quantitative survey that was administered to a proportionate stratified sample of 607 respondents from the two sects.

The results indicate that Sunni consumers indicate a greater trust in judgment of and willingness to buy foreign Halal products compared to their Shiite counterparts, while Shiite consumers display a greater trust in judgment of and willingness to buy Muslim products. Moreover, religiosity, ethnocentrism, subjective norms, brand trust and product judgment have been found to significantly influence consumer purchase intention.

The study results exhibit that religious sect plays a key role in consumer purchase intention, which encourages decision makers and marketers to pursue identity, awareness and communication strategies while targeting Muslim consumers of both sects.

Muslim consumers’ perception of Halal products is a sorely under-researched area of study with minimal empirical data supporting such studies. The results of this study offer some insight into consumer behavior differences between members of the two sects.

The purpose of this paper is to investigate the factors that motivate the consumers in Malaysia to pay for halal logistics and its consequences on their demand for halal logistics certification.

Data were collected through a survey responded 313 randomly selected consumers. Partial least squares technique was employed in the analysis.

Results showed that consumers’ perception on halal logistics, their concern about halal, and media coverage have positive and significant effects on consumers’ willingness to pay for halal logistics. Furthermore, positive relationship exists between willingness to pay and the extent of demand for the halal logistics certification.

The findings of the study will be useful for the policy makers and managers of halal food companies because they can guide them in increasing the demand for the halal logistics.

Although halal logistics play a key role in supporting the halal status of any given halal foods, the demand for this service is low. Thus, this study contributes to the advancement of knowledge on the drivers of consumers’ willingness to pay for halal logistics.