Consumer’s Perceptions and Behaviours towards Halal Food Products in Malaysia
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 13
Abstract
The demand for halal products among consumers has increased over time. On average, consumers are increasingly sensitive towards the halal logo and details of the content of a product prior to purchase. Thus, the objective of this study is to analyse the consumers’ perceptions and behaviours towards halal food products in Malaysia. Consumers' perceptions were measured based on the consumers' consent to the common perception that was perceived towards a product that has a halal logo and a non-halal logo. The consumers' behaviours were measured based on three forms of behaviours, which are, not purchasing, possibility of purchasing and sure of purchasing. Data were collected using questionnaires distributed to the consumers using the convenience sampling. A total of 406 consumers were analysed in this discussion. The study results show that the respondents were still unsure and wary of the halal status of a product even though it has a halal logo. Consumers' purchasing behaviours show that they were very dependent on the halal logo issued by JAKIM. An important implication of the study is focusing on the effort to deepen the causal factors to the clear doubts among consumers towards products labelled as halal in Malaysia.
Authors and Affiliations
Zaimah R, Abd Hair Awang, Sarmila, M. S, Suraiya Ishak, Azima, A. M, Mohd Yusof Hussain
Keywords
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- EP ID EP597619
- DOI 10.6007/IJARBSS/v8-i13/4819
- Views 69
- Downloads 0
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