ISSN: 2222-6990
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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