Journal Screenshot

International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

What Hinders Non-Halal Certified Restaurants’ Adoption of Halal Certification? A Qualitative Study

Hazrina Ghazali, Lim Siew Wen

http://dx.doi.org/10.6007/IJARBSS/v10-i10/8275

Open access

Despite the halal certification is becoming important for many restaurants in Malaysia, the adoption of this halal certification is not mandatory. Some non-halal certified restaurants displayed ‘pork-free’ signage to attract more customers and gain more sales. Hence, this study is conducted to explore the perception of restaurant operators on halal certification adoption, explore factors that involved in adopting halal certification and explore restaurant operators’ perception towards the usage of ‘pork-free’ signage. This study employs qualitative research approach by using face-to-face interview. The data was gathered through semi-structured interview and a total of 12 restaurant operators from restaurants without halal certification but serving pork free food were interviewed. The interview data was analyzed manually by transcribing word by word. Findings revealed that majority of the informants perceived that halal certification is important. Six of informants did not apply for halal certification due to the presence of non-halal ingredients, certification application procedure and consumer-employee interaction. In addition, majority of the informants perceived that ‘pork-free’ signage had a poor effect on attracting Muslim customers due to customer faith and choice.

Ab Talib, M. S., Abdul Hamid, A. B., & Ai Chin, T. (2015). Motivations and limitations in implementing Halal food certification: a Pareto analysis. British Food Journal, 117(11), 2664–2705. https://doi.org/10.1108/BFJ-02-2015-0055
Ab Talib, M. S., Ai Chin, T., & Fischer, J. (2017). Linking Halal food certification and business performance. British Food Journal, 119(7), 1606–1618. https://doi.org/10.1108/BFJ-01-2017-0019
Abdul Manaf, B., Cheng, W. H., & Nurwahida, F. (2013). The competitiveness of halal food industry in Malaysia?: A SWOT - ICT analysis. Journal of Society and Space, 1(1), 1–9.
Ahmad, N. A., Abaidah, T. N. T., & Yahya, M. H. A. (2013). a Study on Halal Food Awareness Among Muslim Customers in Klang. 4Th International Conference on Business and Economic Research Proceeding, (March), 1073–1087.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behaviour and Human Decision Processes, 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Akbar, Y., & Alaudeen, M. (2012). Determinant of factors that influence consumer in choosing normal full-service restaurant: case in Seri Iskandar, Perak. South East Asian Journal of Contemparary Business Economics and Law, 1(2012), 137–145.
Ali, R., Marzuki, S. Z. S., Kader, M. A. R. A., & Mat Yunus, N. K. (2016). Factors Affecting Patronizing Halal Claimant Restaurant Among Muslims Customers Muslims Customers, (May). https://doi.org/10.13140/RG.2.1.1956.6965
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting Halal purchase intention – evidence from Pakistan’s Halal food sector. Management Research Review, 38(6), 640–660. https://doi.org/10.1108/MRR-01-2014-0022
Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach. Journal of International Food and Agribusiness Marketing, 25(1), 1–23. https://doi.org/10.1080/08974438.2013.723997
Azlee, A. (2016). Halal certification?: What Malaysian eateries really think. Malay Mail Online, pp. 1–7. Retrieved from http://www.themalaymailonline.com/malaysia/article/halal-certification-what-malaysian-eateries-really-think#BjiP7zjrlETSjR8V.97
Balakrishnan, N. (2016). “Know The Difference between ‘Pork-Free’ And Halal,” Says Deputy Minister From PM’s Office. Says. Retrieved from http://says.com/my/news/pork-free-label-in-restaurants-are-misleading-to-muslim-customers
Bonne, K., Vermeir, I., & Verbeke, W. (2009). Impact of religion on halal meat consumption decision making in Belgium. Journal of International Food and Agribusiness Marketing, 21(1), 5–26. https://doi.org/10.1080/08974430802480628
Dindyal, S., & Dindyal, S. (2004). How Personal Factors, Including Culture And Ethnicity, Affect The Choices And Selection Of Food We Make. The Internet Journal of Third World Medicine, 1(2), 2–5. https://doi.org/10.5580/2231
Divakaran, P. (2016). Jakim?: ‘ Pork Free ’, ‘ No Pork ’ signs at restaurants can confuse Muslims. The Star Online. Retrieved from https://www.thestar.com.my/news/nation/2016/02/16/jakim-pork-free-no-pork-do-not-mean-food-is-halal/
Golnaz, R., Zainalabidin, M., Nasir, M. S., & Eddie Chiew, F. C. (2010). Non-muslims’ awareness of Halal principles and related food products in Malaysia. International Food Research Journal, 17(3), 667–674. https://doi.org/10.1108/JIMA-04-2014-0033
Halal Tourism Explained. (2014). The Star Online. Retrieved from https://www.thestar.com.my/travel/malaysia/2014/10/13/halal-tourism-explained/
Haroun, M., Zahri, M., Hemdi, M., & Zulkifly, M. (2014). Pork free restaurants in Malaysia: Issue of halal and Muslim customer patronization. Hospitality and Tourism, (November 2015).
Inam, S., Janjua, S. Y., & Malik, S. A. (2016). Managerial Perception Toward Halal Certification?: Study of International Food Chains in. Pakistan Business Review, (April 2016), 179–195.
Ismail, F. (2016). Halal , pork-free and we , the consumers. New Straits Times; Kuala Lumpur. Retrieved from https://www.nst.com.my/news/2016/02/129457/halal-pork-free-and-we-consumers
Jabatan Kemajuan Islam Malaysia. (2015). Manual Procedure for Malaysia Halal Certification (Third Revision) 2014. Manual Procedure for Malaysia Halal Certification (Third Revision) 2014, 67. https://doi.org/10.1017/CBO9781107415324.004
Kaur, M. (2016). Jakim has no power to take action over ‘ Pork Free ’, ‘ No Pork ’ signs. The Star Online, p. 10894. Retrieved from https://www.thestar.com.my/news/nation/2016/02/18/jakim-no-action-pork-free-free-pork/
Khalek, A. A. (2014). Young Consumers’ Attitude towards Halal Food Outlets and JAKIM’s Halal Certification in Malaysia. Procedia - Social and Behavioral Sciences, 121(September 2012), 26–34. https://doi.org/10.1016/j.sbspro.2014.01.1105
Lim, I. (2016). Jakim: No official complaints on “pork-free” signs. Malay Mail Online. Retrieved from http://www.themalaymailonline.com/print/malaysia/jakim-no-official-complaints-on-pork-free-signs
Low, P., & Cheng, K. (2004). The Brand Marketing of Halal Products: The Way Forward. Journal of Brand Management, 5(4), 38–50.
Malaysia External Trade Development Corporation. (2017). 14th Malaysia International Halal Showcase Post Show Report. Kuala Lumpur. Retrieved from http://mihas.com.my/downloads/MIHAS2017_postshowreport_lowres.pdf
Message, C., Self-, F., State, F. S., Under, N., Joining, D., Negara, I., … Govt, S. (2018). No Halal Certificate But Still ’ Halal ’, 1–2.
Ministry to explain definition of ‘ pork-free ’ signage. (2016, February 15). Malay Mail Online, pp. 1–6. Retrieved from http://www.themalaymailonline.com/malaysia/article/ministry-to-explain-definition-of-pork-free-signage#emA8u30FrXfIECRt.97
Najiha, A., Abdul, R., Othman, M., Fatimah, U., & Zainal, U. (2017). Critical success factors affecting the implementation of halal food management systems?: Perspective of halal executives , consultants and auditors. Food Control, 74, 70–78. https://doi.org/10.1016/j.foodcont.2016.11.031
‘No pork’ restaurants can be penalised for trying to confuse Muslims, says ministry officer. (2016). Malay Mail Online, pp. 1–10. Retrieved from http://www.themalaymailonline.com/malaysia/article/no-pork-restaurants-can-be-penalised-for-trying-to-confuse-muslims-says-min#X2IB2hQWEezVFsre.97
Nooh, M. N. M., Nawai, N., Dali, M. N. R. S., & Mohammad, H. (2007). Halal branding: An exploratory research among consumers in Malaysia. Proceedings of 3rd …, 16–18.
Noordin, N., Hashim, M., & Samicho, Z. (2009). VALUE CHAIN OF HALAL CERTIFICATION SYSTEM?: A CASE OF THE MALAYSIA HALAL INDUSTRY Nurulhuda Noordin ,. European and Mediterranean Conference on Information Systems 2009 (EMCIS2009), 2009(2008), 1–14. https://doi.org/10.1108/JIMA-03-2014-0027
Noordin, N., Noor, N. L. M., & Samicho, Z. (2014). Strategic Approach to Halal Certification System: An Ecosystem Perspective. Procedia - Social and Behavioral Sciences, 121(September 2012), 79–95. https://doi.org/10.1016/j.sbspro.2014.01.1110
Nordin, N. (2009). Greater awareness , more options boost halal market. New Straits Times; Kuala Lumpur, pp. 8–11. Retrieved from https://search.proquest.com/docview/272223988?accountid=27932
Nur, I., Rahman, A., Saleh, R., Rahman, S. A., & Hashim, D. M. (2011). Factors Contributing to Non-Compliance of the Halal Standard among Restaurant Operators in Malaysia. 2nd International Conference on Business, Economic and Tourism Management, 24, 88–92.
Prabowo, S., Abd Rahman, A., Ab Rahman, S., & Samah, A. A. (2015). Revealing factors hindering halal certification in East Kalimantan Indonesia. Journal of Islamic Marketing, 6(2), 268–291. https://doi.org/10.1108/JIMA-05-2014-0040
Qu, S. Q., & Dumay, J. (2011). The qualitative research interview. Qualitative Research in Accounting & Management (Vol. 8). https://doi.org/10.1108/11766091111162070
Rezai, G., Mohamed, Z., & Shamsudin, N. M. (2012). Non?Muslim consumers’ understanding of Halal principles in Malaysia. Journal of Islamic Marketing, 3(1), 35–46. https://doi.org/10.1108/17590831211206572
Rosnan, H., Osman, I., Nor, M. N., & Aminuddin, A. (2015). Halal certification: An exploratory study on non-certified restaurants. Advanced Science Letters, 21(6), 1854–1857. https://doi.org/10.1166/asl.2015.6136
Shafie, S., & Othman, M. N. (2006). Halal Certification?: an international marketing issues and challenges. Proceeding at the International IFSAM VIIIth World Congress, 1–11.
Shafiq, A., Haque, A. K. M., & Omar, A. (2015). Multiple halal logos and Malays’ beliefs: A case of mixed signals. International Food Research Journal, 22(4), 1727–1735.
S Alam, S., & Sayuti, M. N. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676
Marzuki, S. Z. (2012). Understanding Restaurant Managers’ Expectations of Halal Certification. University of Canterbury.
Marzuki, S. Z., Hall, C. M., & Ballantine, P. W. (2012). Restaurant managers’ perspectives on halal certification. Journal of Islamic Marketing, 3(1), 47–58. https://doi.org/10.1108/17590831211206581
Marzuki, S. Z., Hall, C. M., & Ballantine, P. W. (2014). Measurement of Restaurant Manager Expectations toward Halal Certification Using Factor and Cluster Analysis. Procedia - Social and Behavioral Sciences, 5(4), 291–303. https://doi.org/10.1016/j.sbspro.2014.01.1130
Talib, Z., Zailani, S., & Zainuddin, Y. (2010). Conceptualizations on the Dimensions for Halal Orientation for Food Manufacturers: A Study in the Context of Malaysia. Pakistan Journal of Social Sciences. https://doi.org/10.3923/pjssci.2010.56.61
The Guardian. (2017). Halal tourism: Kuala Lumpur welcomes the Muslim travellers others didn’t want. The Guardian. Retrieved from https://www.theguardian.com/cities/2017/jun/06/halal-tourism-kuala-lumpur-muslim-travellers-malaysia
Tieman, M. (2011). The application of Halal in supply chain management: in?depth interviews. Journal of Islamic Marketing, 2(2), 186–195. https://doi.org/10.1108/17590831111139893
Yunos, R. M., Mahmood, C. F. C., & Mansor, N. H. A. (2014). Understanding Mechanisms to Promote Halal Industry-The Stakeholders’ Views. Procedia - Social and Behavioral Sciences, 130, 160–166. https://doi.org/10.1016/j.sbspro.2014.04.020
Yusuf, A. H., Shukor, S. A., Salwa, U., & Bustamam, A. (2015). Issues and Challenges of Halal Implementation in Food Industry in Malaysia, 2(2), 173–177.
Zailani, S., Omar, A., & Kopong, S. (2011). An Exploratory Study on the Factors Influencing the Non-Compliance to Halal among Hoteliers in Malaysia. International Business Management. https://doi.org/10.3923/ibm.2011.1.12

In-Text Citation: (Ghazali & Wen, 2020)
To Cite this Article: Ghazali, H., & Wen, L. S. (2020). What Hinders Non-Halal Certified Restaurants’ Adoption of Halal Certification? A Qualitative Study. International Journal of Academic Research in Business and Social Sciences, 10(10), 1137–1158.