ISSN: 2222-6990
Open access
The demand for halal products among consumers has increased over time. On average, consumers are increasingly sensitive towards the halal logo and details of the content of a product prior to purchase. Thus, the objective of this study is to analyse the consumers’ perceptions and behaviours towards halal food products in Malaysia. Consumers' perceptions were measured based on the consumers' consent to the common perception that was perceived towards a product that has a halal logo and a non-halal logo. The consumers' behaviours were measured based on three forms of behaviours, which are, not purchasing, possibility of purchasing and sure of purchasing. Data were collected using questionnaires distributed to the consumers using the convenience sampling. A total of 406 consumers were analysed in this discussion. The study results show that the respondents were still unsure and wary of the halal status of a product even though it has a halal logo. Consumers' purchasing behaviours show that they were very dependent on the halal logo issued by JAKIM. An important implication of the study is focusing on the effort to deepen the causal factors to the clear doubts among consumers towards products labelled as halal in Malaysia.
Ajzen, I. (1991). The theory of planned behavior, organizational behavior and human. Decision Processes, 50, 199-211.
Aziz, Y.A. & Chok, N.V. (2012). The roles of halal awareness and halal certification in influencing non-Muslims’ purchase intention. 3rd International Conference on Business and Economic Research (3rd ICBER 2012) Proceeding. Retrieved Sept. 15, 2013, http://www.internationalconference.com.my/ proceeding/3rd_icber2012_proceeding/126_366_3rdICBER2012_Proceeding_PG1819_1830.pdf.
Bonne, K., Vermair, I. & Verbeke, W. (2009). Impact of religion on halal meat consumption decision making. Belgium Journal of International Food and Agribusiness Marketing, 5-26.
Golnaz, R., Zainalabidin, M., Mad Nasir, S. & Eddie Chiew, F.C. (2010). Non-Muslims’ awareness of halal principles and related food products in Malaysia. International Food Research Journal, 17, 667-674.
Ishak, S. & Zabil, N.F.M. (2012). Impact of consumer awareness and knowledge to consumer effective behaviour. Asian Social Science, 8(13), 108-114.
Ishak, S., Awang, A.H., Hussain, M.H., Che Omar, A.R., Sarmila, M.S., Saad, S., Zaimah, R. & Azima, A.M. Penelitian tingkah laku inovasi firma makanan halal kecil di Malaysia: Satu analisis tentatif. Malaysian Journal of Society and Space, 7(11), 64-76.
Ishak, S., Awang, A.H., Hussain, M.Y., Zaimah, R., Sarmila, M.S., Saad, S. & Azima, A.M. (2017). Isu halal: hubungan faktor penentu dan respon pengguna. Etnisiti dan Konsumerisme di Malaysia, 84-102.
Ishak, S., Awang, A.H., Hussain, M.Y., Zaimah, R., Sarmila, M.S., Saad, S. & Azima, A.M. (2016). A study on the mediating role of halal perception: Determinants and consequence reflections. Journal of Islamic Marketing, 7(3), 288-302.
Masnono, A. (2005). Factors influencing the Muslim consumer’s level of confidence on halal logo issued by JAKIM: an empirical study, Master Thesis, Universiti Sains Malaysia.
Omar, K.M., Nik Mat, N.M., Imhemed, G.A. & Ahamed Ali, F.M. (2012). The direct effects of halal product actual purchase antecedents among the international Muslim consumers. American Journal of Economics, Special Issue, 87-92. DOI:10.5923/j.economis.20120001.20.
Othman, M.N. & Hashim, A.H. (2010). Consumer perception and behaviour towards halal food consumption. 1st International Conference on Islamic Marketing and Branding (ICIMB), Exploring Issues and Challenges, 29-30 November, Kuala Lumpur, Malaysia.
Widido, T. (2013). The influence of muslim consumer’s perception toward halal product on attitude and purchase intention at retail stores. Inorbiz, 1(1), 5-20.
Zaimah, R., Awang, A.H., Sarmila, M.S., Ishak, I., Azima, A. M., Saad, S. & Hussain, M.H. (2014). Malaysia sebagai pusat halal global: Satu penemuan awal mengenai persepsi halal dalam kalangan pengguna di Malaysia. Malaysian Journal of Society and Space, 10(6), 48-56.
In-Text Citation: (Zaimah et al., 2018)
To Cite this Article: Zaimah, R., Awang, A. H., Sarmila, M. S., Ishak, S., Azima, A. M., Saad, S., & Hussain, M. Y. (2018). Consumer’s Perceptions and Behaviours towards Halal Food Products in Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(13 Special Issue: Community Development & Social Mobility), 151–158.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode