Halal Principles and Halal Purchase Intention Among Muslim Consumers

Abstract

Halal industry is booming and the consumer demand towards Halal food has changed considerably because Halal goods are consumed by Muslims and non-Muslims in Malaysia. Halal is now a worldwide concept where it is no longer limited to the slaughtering of animals or only free from alcohol and wine but it also covers the whole process of production and services. The demand for Halal product accelerates with the increase of awareness among the 60.4% Muslims in Malaysia. Therefore, the purpose of this study is to examine the relationship between Halal principles and Halal purchase intention among Muslim consumers. A set of questionnaires was administered to 206 of Muslim consumers at Klang Valley area. The results of this study suggested two variables, which are food safety and hygienic and clean process that are significantly related to Halal purchase intention among Muslim consumers. The findings of this study may be beneficial and helpful for manufacturers to understand Halal purchase intention among Muslim consumers as well as to help the consumers to be aware of Halal implication in their daily lives.