Year: 2024
Type: article
Abstract: 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.Keywords:
Authors: Hasan Saleh, Thurga Rajandran
Institution: Universiti Teknikal Malaysia Melaka
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405983554