Abstract
The halal market is a new, emerging market that is worth $667 million. Interest in this growing area came after a recent rise in the purchasing power of Muslim consumers and the increasing demand for halal products. This paper follows Bonne et al. (2007) research to identify determinants of halal food consumption among Muslim consumers in Japan by integrating the theory of planned behaviour (TPB). Results based on data collected through a survey of 102 Muslim respondents shows that halal food consumption is determined by positive attitude, subjective norms or the influence of peers and personal conviction. This study also shows that the halal food market is still an emerging market in Japan despite the fact that there are a significant number of Muslim consumers living in or visiting the country. Therefore, this study contributes in increasing the awareness of the demand for halal food.
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