Universiti Teknologi Malaysia Institutional Repository

Halal food credence: do the Malaysian non-Muslim consumers hesitate?

Wibowo, Mas Wahyu and Permana, Dudi and Hanafiah, Ali and Sh. Ahmad, Fauziah and Ting, Hiram (2020) Halal food credence: do the Malaysian non-Muslim consumers hesitate? Journal of Islamic Marketing . pp. 1-20. ISSN 1759-0833 (In Press)

Full text not available from this repository.

Official URL: http://dx.doi.org/10.1108/JIMA-01-2020-0013


Purpose: The purpose of this paper is to introduce the variable of halal food knowledge (HFK) into the theory of planned behavior framework to investigate Malaysian non-Muslim consumers’ decision-making process in purchasing halal food. Design/methodology/approach: Data were collected through 350 distributed questionnaires toward non-Muslim consumers on five most visited grocery stores (hypermarket-based) in Kuala Lumpur and Selangor. The collected data was analyzed by using Statistical Package for Social Sciences and SmartPLS. Findings: Purchasing halal food remain an uneasy task for the non-Muslim consumers, thus rely on their personal evaluation and closest relative’s approval. Research limitations/implications: This study is focusing only on two halal food credence attributes namely health attribute and animal-friendly attributes. Practical implications: Both health and animal friendly credence attributes of halal food should be the main message to be conveyed to the non-Muslim consumers. In addition, the inclusion of non-Muslim consumers within the Malaysian halal ecosystem might provide a solution to tackle the resistance of halal food from foreign countries. Originality/value: The value of this study is the finding of halal food credence attributes of health and animal friendly, which are the dimensions of HFK.

Item Type:Article
Uncontrolled Keywords:non-Muslim consumers, smart, PLSTPB
Subjects:H Social Sciences > HF Commerce
Divisions:International Business School
ID Code:90722
Deposited By: Yanti Mohd Shah
Deposited On:30 Apr 2021 22:55
Last Modified:30 Apr 2021 22:55

Repository Staff Only: item control page