Halal food credence : do the Malaysian non-Muslim consumers hesitate?
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.
Year of publication: |
2020
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Authors: | Wibowo, Mas Wahyu ; Permana, Dudi ; Hanafiah, Ali ; Ahmad, Fauziah Sh ; Ting, Hiram |
Published in: |
Journal of Islamic Marketing. - Emerald, ISSN 1759-0833, ZDB-ID 2553045-8. - Vol. 12.2020, 8 (25.05.), p. 1405-1424
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Publisher: |
Emerald |
Saved in:
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