Halal logo and consumers’ confidence : what are the important factors?
The food consumed by Muslims must meet the Islamic dietary code called Halal. Halal is an Arabic word meaning lawful or permitted. Muslim consumers are found to be very concerned about the Halalness of the foods they consume. The recent Halal food crises and its diffusion through the media in Mal...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English English |
| Published: |
Malaysian Agricultural Research and Development Institute (MARDI)
2008
|
| Online Access: | http://psasir.upm.edu.my/14959/ http://psasir.upm.edu.my/14959/ http://psasir.upm.edu.my/14959/1/Halal%20logo%20and%20consumers.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | The food consumed by Muslims must meet the Islamic dietary code called
Halal. Halal is an Arabic word meaning lawful or permitted. Muslim consumers
are found to be very concerned about the Halalness of the foods they consume.
The recent Halal food crises and its diffusion through the media in Malaysia
had as consequence, in general, reduced public confidence, and of the Muslims
in particular, in the products that they purchase. The lack of enforcement in the
monitoring of the Halal food products has caused consumers to query the validity
on the products or services claiming to be Halal. These public outcries have
triggered the interest of researchers to study the level of confidence on the Halal
food products and the logo which is associated with it. This paper aims to assess
consumers’ confidence relating to Halal logo on food products and the factors
that can help to enhance the level of confidence among the Muslim consumers in
Malaysia. A total 600 respondents were interviewed via structured questionnaires
to gather information on their level of confidence and purchasing behaviour
towards food products with Halal logo. Factor analysis was used to determine the
factors which influenced consumers’ confidence towards Halal food. The results
indicate that socio-economic variables play an important role when explaining
consumer behaviour. The underlying factors contributing to confidence are those
related to safety and government involvement, as well as degree of awareness,
trustworthy and manufacturing practice. These factors were found to be the major
factors determining Malaysian consumers’ confidence on Halal logo of food
products. |
|---|