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This study aims to examine whether citizens of non-Muslim countries accept products with a “halal” logo. In the era of globalization, one of the most crucial issues for Muslim travelers is reliable halal foods when visiting non-Muslim countries. If people in non-Muslim countries accept imported products containing halal certification logos, and such products are readily available in shops, this issue could be substantially improved.

Malaysia and Japan were selected as Muslim and non-Muslim countries, respectively, to conduct a choice experiment (CE) for 656 non-Muslim subjects, and estimated willingness to pay (WTP) for mineral water with and without the halal logo. A random parameter logit model was used for estimation.

The difference between the WTP for mineral water with and without the halal logo was ¥5; however, the associated coefficient is not statistically significant. This implies that the halal logo has no impact on non-Muslim subjects’ purchasing behavior. From this, we can infer that the halal products with certification logo would be accepted in Japanese shops, which may foster foreign Muslim visits.

As the results are based on a couple of countries (Malaysia and Japan) and only one product (mineral water), further investigation using other products in different countries would be necessary. However, as suggested in the main text, the results enjoy a degree of generalizability.

The results of this study support the possibility of circulating halal products in non-Muslim countries and thus promoting Muslim travel abroad. No such study has examined this issue using CE.

Halal markets are rapidly growing in terms of market size and global coverage; therefore, there is a critical demand to have a deeper understanding of the consumption behavior of Muslim consumers. This study aims to explore the influence of using the Halal logo on Muslim consumers’ attitudes toward food products using the neuroscience technology of functional magnetic resonance imaging (fMRI).

The theory of planned behavior represents the foundation of this research, where consumer attitudes during an fMRI experiment were evaluated based on two different groups of images: images of just the Halal logo and images of meat labeled with the Halal logo. The study used the blocked design approach to track brain responses produced from displaying the two groups of images to study participants, where brain activity represents participants’ attitudes toward selecting the products.

There were no significant variations in brain activity when participants viewed Halal and non-Halal logos; in contrast, there were significant brain changes in the ventromedial prefrontal cortex region when meat images were labeled with Halal and non-Halal logos. This suggests that the Halal logo only has an influence on perception when it co-occurs with a product.

Tracking Muslim consumption patterns is important for managers to be able to establish strategies to target Muslim consumers. This study uses a unique technique to study the behavioral attitude of a rapidly growing market segment, which can help marketing managers tailor their advertisement strategies to be more effective.

Previous research on the consumption of Halal products uses conventional approaches to study the influence of the Halal logo; however, to the best of the authors’ knowledge, this study is the first to explore the influence of the Halal logo on Muslim consumers’ attitudes using fMRI technology.

This paper aims to model consumers’ decision to use halal logo on packaged food products. The model primarily tests the importance of country of origin (COO) of a halal logo as an indicator for assessing credibility of a halal logo, and its relevance in consumers’ decision to use the logo in packaged food purchase.

A data set from a survey of 559 respondents from two countries was used to test eight hypotheses that were developed based on a modified theory of planned behaviour framework, using partial least squares procedures.

Halal certification logo was found to have COO effect on consumers’ evaluation during purchase decision of food items. Consumer uses information on the COO of a halal logo to assess the logo’s credibility in delivering the halal food standard. The construct, along with the constructs of religiosity and its interaction terms, subjective norms and attitude, explains consumers’ intention to consider the halal logo during packaged food purchase.

Generalization of the findings is limited to the packaged food industry and to the consumer groups surveyed in the two countries.

There is a need for marketers to recognize Muslim consumers’ sensitivity towards the origin of a halal logo in choosing the right logo for their products. Logo certifiers may want to consider adopting marketing strategies to market their certification as a credible marker of a halal food standard.

The effect of COO of halal logo and its influence on consumers’ decision to use the logo in purchase decision are new to the literature.

The demand for halal products is growing and attracting the attention of producers. In recent years, the importance of halal logo and popularity of halal products has increased. The purpose of this paper was to identify the behavioral intentions among people of different religion in respect of purchasing products bearing halal logo (halal logo products) at convenience stores in Hatyai. 7-Eleven store chain was targeted to collect data in this research because it serves people of different religions.

The conceptual model adopted for this research work was the theory of reasoned action (TRA). The response of consumers was collected through a structured survey, using the convenience sampling technique. A total of 215 respondents submitted their responses, consisting of 92.8 per cent local respondents and 8.2 per cent international respondents. The purposive sample technique was used to select the locations for collecting data, who was purchasing items from 7-Eleven stores and lives in Hatyai.

The findings indicate that Muslims strictly follow the halal logo and their attitude is positive in selecting halal logo products. The influence of their subjective norms is stronger because of their families and culture, as they are Muslim which influence their intentions. For non-Muslims, there is no obligation requiring them to select halal logo products, but even so, around 80 per cent of non-Muslims showed a positive attitude toward the halal logo, 54 per cent showed were interest and indicated that they may select products with halal logo in future.

This study was conducted in Hatyai and the results were based on three independent variables, namely, attitude, subjective norms and intention, with religion as the demographic variable. The findings offer an insight into the importance of the halal logo for different religions at convenience stores in Hatyai.

This study is initially beneficial for 7-Eleven stores, other convenience stores, businesses and halal institutes. It offers an insight into the importance of the halal logo and the motives of consumers in choosing halal logo products.

This paper seeks to explicate consumers’ intentions to buy halal logo products in convenience stores.

Brand mere recognition is the fundamental step in brand awareness and the first hurdle that any brand needs to achieve before brand equity can come into the picture. Thus, consumers’ ability to recognize a brand through its symbol or logo is very crucial and despite its significance, it is considered the lowest order in brand equity assessment but it reveals the initial clue on how well the brand is performing in the market. Therefore, the purpose of this study is to test how well consumers are able to identify the right Halal Malaysia brand (HMB) using Halal semiotic cues.

This study is an exploratory, based on a mixed method approach using qualitative and quasi-experimental design using the implicit association test (IAT) as the instrument. A total of 23 Malay Muslim consumers were involved in the first stage of the study carried out using a semi-structured interview. The second stage of this study was carried out using quasi-experimental design where IAT was used as an instrument. A total of 66 respondents participated in both states of the experiment and the response time was recorded and analysed using D-measure and descriptive.

Findings from qualitative investigation indicate that most of the respondents failed in the mere recognition test. The findings are further supported using IAT where a hesitation in response when facing the current HMB logo has provided a clear indication of lack of mere recognition for this brand. Unfortunately, the proliferation of other Halal logos that have flooded the market, comprising both recognized and unrecognized logos by Jabatan Kemajuan Islam Malaysia (JAKIM), which often adopted a similar logo design strategy, only add to the confusion. Clearly, the findings on HMB logo mere recognition also revealed that there are some problems during the transition from the old JAKIM Halal logo to the current logo, where the information related to the new logo has failed to reached targeted audiences.

Despite there are a lot of studies focussing on the positive impact of Halal Malaysia logo on Muslim consumers purchase decision, however there are few publications that suggest otherwise. Thus, this study will investigate the extend of this problem.

The purpose of this study is to explore the perceptions of Muslim consumers on the Islamic Chamber Research & Information Center (ICRIC) Halal logo. In particular, the paper evaluates the main messages of the logo and describes the organization’s characteristics behind this logo.

This exploratory research conducts a semi-structured interview with visual aids method to identify the Malay Muslim’s perceptions toward the ICRIC Halal logo.

Results of the study indicate that the word “Halal” in Arabic characters is a very strong visual and emotional element of the logo because it is eye-catching and projects a strong image of credibility and trustworthiness. Using Islamic graphical design in a Halal logo can assist businesses to succeed in the marketplace. Simplicity, appropriate font type and size, suitable colors and total harmony of all elements make a Halal logo attractive and meaningful; the logo signals trust and mirrors the values of the organization.

This research used a qualitative research approach to analyze the perceptions of 25 Malay Muslim students.

Practical implications of this study provide a new window for all Halal certification bodies to realize the importance of the different elements of the Halal logo.

This research attempts to introduce a unique Halal logo that is approved by 57 Muslim countries. This unity assists religious consumers with various mathahib to purchase Halal products with confidence.

This pioneer study explores the Muslim consumers’ perceptions of a specific Halal logo in the marketplace.

Although the importance of halal logo in determining purchase intention has been recognized in the marketing literature, there is a dearth of study that has examined the impact of halal logo toward customer loyalty. To fulfill this gap, this study aims to shed some light on the impact of halal logo toward achieving customer loyalty in the context of fast food industry in Malaysia. More specifically, the objectives of this study are: to examine the direct and indirect effect of halal logo on customer loyalty; to examine the effect of halal logo on trust and perceived reputation; to examine the effect of halal logo and perceived reputation on customer loyalty; and to examine the mediating effect of trust and perceived reputation in the relationship between halal logo and customer loyalty among the fast food industry consumers in Malaysia.

This study used stimulus-organism-response (S-O-R) theory as the theoretical basis. The data were collected via self-administered survey questionnaire consisting 117 Muslim fast food consumers. Partial least square (SmartPLS, version 3) was used to test the study hypotheses.

Results of this study revealed that halal logo, directly and indirectly affect customer loyalty. Moreover, perceived reputation and trust also found to be positively related to customer loyalty.

The data were collected from Malaysian Muslim consumers. Future studies can consider non-Muslim consumers to compare the loyalty pattern among Muslim and non-Muslim consumers.

The findings from this study will benefit fast food industry marketers who are targeting Muslim consumer segment and also those marketers who are operating their franchise business in Muslim majority countries. The findings suggest that halal logo helps service providers to create positive perceived reputation and to build trust among consumers, which eventually lead customer loyalty. It is expected that the findings of this study will assist the halal fast food industry marketers to better strategize their marketing efforts in retaining the Muslim customer base.

Using S-O-R theory, this study examines halal logo as the key driver of customer loyalty, which is comparatively a new link. Moreover, this study examines the mediating effects of perceived reputation and trust in the relationship between halal logo and customer loyalty, which are not tested in previous literature in the field.

The purpose of this paper is to determine the factors that affect foreign consumers’ purchase intention towards purchasing halal food products in South Africa. These factors are halal awareness, halal logo and attitude, which are important factors in affecting the intention of consumers.

Data were collected via a self-questionnaire with a sample of 230 foreign consumers. For analysing these data, a structural equation modelling technique was used in this study.

Based on the study’s results, all factors significantly influence foreign consumers’ intention towards purchasing halal food products and, subsequently, their buying behaviour. Interestingly, the study found that attitudes and halal awareness of non-Muslim consumers are very high compared with those of the Muslim consumers. Although the study addressed halal food consumers, most of the respondents participated in the study were non-Muslims and the majority of them were Christians.

The respondents were only limited to the Cape Town city in South Africa, and the focus was only on five variables related to halal food consumers, namely, halal awareness halal logo, attitude, purchase intention and buying behaviour.

This study can be used to develop halal food products to attract both Muslim and non-Muslim consumers, who are foreigners to a particular country.

This study is one of the first studies seeking to determine the factors that affect foreign consumers with regard to the purchase of halal food products in South Africa. It is regarded one of the first attempts to determine halal awareness, halal logo and attitude and how purchase intention and buying behaviour can be influenced.

This paper aims to investigate the impact of halal awareness on the relationship between halal supply chain knowledge and purchase intention for halal meat products in the millennial generation.

The quantitative approach with the respondents of 177 millennial generations in Indonesia is selected to understand the relationships between variables. Structural equation model-partial least square is used to analyze the relationship between variables.

The findings of this study found that the purchase intention of halal products in the millennial generation is influenced by several factors such as halal supply chain knowledge, halal certification and logo and religious beliefs. However, the results of this study also show that concern for halal products failed to moderate the relationship between these three main variables on the purchase intention of halal products.

This study provides insights into the concern that strengthens the relationship between the main variables on the intention to purchase halal meat products for the millennial generation.

This study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.

This study uses a quantitative survey approach to 400 respondents consisting of 400 non-Muslim millennials in Indonesia, Malaysia and Singapore who have to buy halal cosmetics two years later. The sampling technique is purposive sampling. The analysis technique used in this study is structural equation modeling.

This study showed that halal logo, halal awareness and halal brand image have an effect on customer attitude. Then, the halal logo, halal awareness and halal brand image have an influence on behavioral intention. The existence of this positive signal has provided a great opportunity for businesses to make profits by meeting the demand for the halal market. Consumption of halal cosmetics produced by manufacturers attracts many non-Muslim consumers because of the safety, comfort and cleanliness of product ingredients, which of them must be given by the halal product, especially for cosmetics.

This study broadens the understanding of the attitudes and behavioral intentions of non-Muslim consumers toward halal cosmetic products. Furthermore, this research has provided a deeper interpretation of non-Muslim understanding of halal logos, halal brand images and halal awareness which have been minimal in research studies.

This study contributes to the literature related to the behavioral intentions of millennial non-Muslim consumers for halal cosmetics. Therefore, respondents in the study were specific, that is, non-Muslims who are millennial generation in the Indonesia, Malaysia and Singapore context.