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International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

Relationship between Non-Muslim consumer intention to purchase Halal Products with Halal Awareness, Halal Certification, Halal Marketing and Halal Knowledge: Systematic Review

Hasan Saleh, Thurga Rajandran

http://dx.doi.org/10.6007/IJARBSS/v14-i9/22495

Open access

This study explores the relationship between non-Muslim consumer’s intention to purchase halal products and awareness, certification, marketing, and knowledge of halal principles. Halal, rooted in Islamic dietary laws, has gained significant traction beyond religious boundaries, particularly in multicultural nations like Malaysia. Increased knowledge among consumers is influenced by education efforts, social media, and recommendations from friends, causing a change in how halal products are seen, linking them with high quality, safety, and ethical manufacturing. Halal certification is crucial for building consumer trust, but inconsistencies in labeling can lead to uncertainty. Strategic halal marketing has attracted non-Muslim consumers by highlighting the ethical, health, and quality aspects of halal products. However, many non-Muslim consumers still lack a deep understanding of halal concepts, which impacts their purchase intentions. As the global halal market expands, understanding these dynamics is essential for businesses and certification bodies to foster trust and cater to the evolving consumer base.


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Saleh, H., & Rajandran, T. (2024). Relationship between Non-Muslim Consumer Intention to Purchase Halal Products with Halal Awareness, Halal Certification, Halal Marketing and Halal Knowledge: Systematic Review. International Journal of Academic Research in Business and Social Sciences, 14(9), 416–426.