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The halal industry has been growing in recent years, seeing an increasing demand for halal products from both Muslim and non-Muslim consumers and acknowledging that halal is a universal concept accepted by both Muslim and non-Muslim societies. Service-related providers, such as logistics, could influence the demand for halal products by consumers. This paper aims to investigate the factors that influence consumers' willingness to pay (WTP) for halal logistics among young non-Muslim adults.

A set of survey questions were distributed to young non-Muslim adults and 280 questionnaires were analysed.

The results indicate that three independent variables had a direct relationship and significant influence on the WTP for halal logistics among non-Muslim consumers. These variables are concern on halal, knowledge about halal and perception of halal logistics. Meanwhile, the awareness of halal logistics significantly influenced the consumers' WTP for halal logistics, provided that it was mediated by the perception of halal logistics.

Given the gap in research on halal logistics and WTP, this paper presents a consolidated examination of this subject, particularly the WTP of young non-Muslim adults. Furthermore, by including the perception of halal logistics as a mediator, this study leverages the halal logistics knowledge to a new level, thus deepening the understanding of this topic and contributing additional knowledge. This study also presents some opportunities for future empirical research.

Muslim consumers have been shocked with the news of cross-contamination issues in the Halal food that they consumed. These issues make them put more effort in ensuring the products that they purchased being monitored throughout the supply chain. In this case, food companies must be prepared to implement systematic traceability system to ensure the authenticity of Halal products and comprehend the importance of Halal industry environmental factors (HIEF) in enhancing integrity of Halal food supply chain and protect from any risk of cross-contaminations. This paper aims to clarify the relationship between the Halal traceability system adoption (HTSA) and HIEFs on Halal food supply chain integrity (HFSCIn).

The study opted quantitative research approach by using the self-administrated questionnaires. The questionnaires were distributed during Malaysia International Halal Showcase (MIHAS) 2014 and Halal Fiesta Malaysia (HALFEST) 2014. 127 Malaysian Halal food and beverages companies have been involved in the study. Most of the respondents are the general manager or owner of the company, Halal executives, quality assurance managers, operation managers and sales manager.

The study found that there is a significant relationship between HTSA and HIEF on HFSCIn. The study also found that the highest adoptions of Halal traceability system are among the producer and end user, while the highest contributions in influencing the HIEF are the economic and socio-cultural factors.

This study only focused on Halal food industry particularly the food and beverages category. Thus, future study can explore further on every category in food industry such as raw materials and ingredients; poultry, meat and dairy; fast food and premises and make comparison between pharmaceutical, cosmetics and health care in Halal industry. In addition, the sample size (N = 127) can be considered small; therefore, it is recommended that in future the subject matter be explored with a much larger sample to allow generalization of the result.

This study provided, perhaps for the first time, an analysis of the relationship between traceability adoptions and HIEF on HFSCIn.