ISSN: 2222-6990
Open access
This study explores understanding of halal among non-Muslim consumers in Malaysia, highlighting factors influencing their purchase intentions. Findings indicate halal awareness, certification, marketing, and knowledge significantly impact non-Muslim consumers' willingness to buy halal products. Increased halal awareness enhances trust in product safety and quality, while effective marketing strategies improve perceptions and broaden appeal. The study identifies a growing acceptance of halal products among non-Muslims, driven by health consciousness and ethical considerations. Additionally, halal certification is recognized as a vital trust signal, assuring compliance with high standards. Educational initiatives are essential for addressing misconceptions and fostering a deeper understanding of halal principles. Ultimately, this study underscores importance of halal in promoting cultural diversity and inclusivity within Malaysian society, positioning it as a valuable concept transcends religious boundaries.
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