Application of the Tayyib concept among Malaysian muslim consumers

Abstract

PurposeThis study aims to determine the effect of health knowledge on nutrition-label use and attitude, and consequently on healthy food choice among Malaysian Muslim consumers.Design/methodology/approachThis study adopts the positivist, deductive and quantitative approach. A sample consisting of 257 Muslim consumers, at least 15 years old, were selected using systematic street-intercept sampling method. Data collected using a self-administered questionnaire were analysed using descriptive statistics and structural equation modelling (SEM).FindingsThe findings reveal the significant positive effect of health knowledge on nutrition-label use and attitude towards nutrition label, but only attitude towards nutrition label significantly predicts healthy food choice.Research limitations/implicationsThough the findings add to the existing literature, provide useful information on how nutrition label could guide the consumer to make healthier food choices and serve as a reference point that could stimulate and guide future researchers and other relevant parties, this study is limited by several factors that require replication in future research.Originality/valueThis research is perhaps one of the first attempts to consider the role of nutrition label as one of the ways to comply with the Tayyib principle.