Awareness and Demand for 100% Halal Supply Chain Meat Products

Abstract

Muslim consumers globally must assure that the food they consume meets halal requirements under Islamic law. Meat and poultry must be slaughtered in accordance with Islamic rites to render them halal. It is also important that these meat products are kept separately throughout the supply chain to avoid the risk of contamination. This study seeks and examines data from consumers of halal meat products, their views, understanding and perceptions of their awareness of and demand for 100% halal supply chain. The study is conducted in the context of consumers’ feelings of satisfaction and/or dissatisfaction with their buying preference for halal meat products. It also aims to unravel the expectations and perceptions of consumers with interrelated issues such as halal food requirement and halal supply chain, with each affecting the other in multi-directional ways. This study has revealed new insights for policy makers, business owners/consumers or practitioners whose decisions might impact the halal logistics industry.