Application of Online Halal Label Among Consumer Intention Toward the Halal Label System in Malaysia

Abstract

Halal products must be healthy and safe for consumers. With nowadays technologies, the media sometime manipulates the old stories and invalid news to become viral through media social that fast delivered to consumers that make consumers more believes to the story that is not true. With the existence of the application of online Halal label system in Malaysia, the consumers can check the authenticity of the news. The intention level can be increased regarding the application of online Halal label system among consumers intention toward Halal label system in Malaysia. Application of online Halal label system in Malaysia influenced by many factors among consumer intention toward halal label. The present study has assessed to investigate the application of online Halal label among consumers intention toward the Halal label system in Malaysia based on the Theory of Planned Behaviour (TPB). Data were gathered from a self-reported questionnaire completed by 108 consumers on the questionnaire paper located at Malaysia International Halal Show (MIHAS) on Kuala Lumpur, Malaysia. Four underlying factors were assumed and extracted, including attitudes toward the application of online Halal label system in Malaysia, subjective norms, perceived behaviour control and intention among consumers. There is significantly relationship found between sociodemographic and intention of consumers toward Halal label in Malaysia. Relationship between different demographic information with intention of consumers was observed. The study contributes positive feedback of the application of online Halal label system among consumer intention toward the Halal label system in Malaysia and the TPB.