non-Muslim Consumers Research Articles

Customer Motivation in the Purchase of Halal-Certified Chicken Products through Online Delivery Applications in Yogyakarta

Halal food is currently increasing in popularity among both Muslim and non-Muslim consumers. Halal food can be ordered directly or through online delivery applications, a popular trend. The process of ordering food using online applications saves time. However, it has limitations due to customers’ lack of direct observation, particularly Muslims. This study examined the customers’ motivation to choose online delivery applications for halal products at fast-food restaurants, even though they cannot directly observe the product preparation. The research was carried out in Bantul, The Special Region of Yogyakarta. Data were collected from 65 respondents utilizing a questionnaire distributed via a Google Form link. The findings revealed that taste, utility, and time savings were very strong motivators to purchase chicken meat. Furthermore, factors such as halal certification, adherence to Islamic principles, and blessings of halal food were categorized as strong to motivate customer purchasing. Nutritional requirements were the only factor with a moderate categorization for motivating fast-food chicken restaurant customers. While most fast-food chicken restaurants are already halal-certified, online delivery services frequently do not provide the information. It is suggested that each business provide more detailed product information on online delivery platforms.

Knowledge and attitude of selected non-Muslim college students towards Halalcertified food products

Halal certification is a vital component of the food industry. The increasing popularity of Halal-certified foods among non-Muslim consumers is attributed to food safety and wholesomeness. This study aimed to determine the knowledge and attitude of non-Muslim consumers towards Halal-certified foods. Out of 342 college students who participated in the online survey, 28.4% considered flavour as the most important factor in choosing food, followed by health (27.8%), and safety (23.4%). On the other hand, 82.5% regarded religious reasons as the least important. Moreover, 40% defined Halal as Muslim food and food preparation, with media (89.5%) and the community (88%) as common sources of Halal information. In terms of their knowledge, 50.3% of non-Muslim college students have a moderate level of knowledge, and 55% have a neutral attitude towards Halal. These results imply the need for strategies to increase Halal awareness and improve the knowledge and attitude of non-Muslim consumers. Social media may be a useful platform to disseminate information as this has been identified by most respondents as their source of information.

Ethics of Halal and Thayyib Food Consumption Behavior: The Era of Post Pandemic COVID-19

The post-COVID-19 pandemic has greatly influenced consumer habits for more sustainable and healthier consumption, although there is no evidence to support the transmission of COVID-19 by food, it is interesting to explore how people choose food and whether their consumption choices are influenced by ethical standards of consumption. Based on empirical evidence, this study provided insight into consumer behavior and buying behavior of halal and thayib food on the island of Java, Indonesia. This study adopted the theory of planned behavior (TPB) from Ajzen's to study the factors that influence consumer buying behavior as a whole towards halal and thayib food products after the COVID-19 pandemic. The respondents of this research are Muslim and non-Muslim consumers in western Indonesia, especially the island of Java, which consists of six provinces including West Java, East Java, Central Java, Banten, Yogyakarta Special Region, and DKI Jakarta. The questionnaire was administered using convenience sampling for data collection consisting of 260 questionnaires and a total of 207 questionnaires filled out by respondents. The results show that, among all factors, the ethical relationship and the impact of the post-COVID-19 pandemic are very significant on the behavior of buying halal and thayib food and the body becomes healthy. This finding may have more appropriate managerial implications for promoting the consumption of halal and thayib food in western Indonesia during the post-COVID-19 pandemic and post-pandemic. Keywords: COVID – 19 Pandemic, halal and thayib food, theory of planned behavior (TPB)

Drivers of behavioral intention among non-Muslims toward halal cosmetics: evidence from Indonesia, Malaysia, and Singapore

PurposeThis study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.Design/methodology/approachThis study uses a quantitative survey approach to 400 respondents consisting of 400 non-Muslim millennials in Indonesia, Malaysia and Singapore who have to buy halal cosmetics two years later. The sampling technique is purposive sampling. The analysis technique used in this study is structural equation modeling.FindingsThis study showed that halal logo, halal awareness and halal brand image have an effect on customer attitude. Then, the halal logo, halal awareness and halal brand image have an influence on behavioral intention. The existence of this positive signal has provided a great opportunity for businesses to make profits by meeting the demand for the halal market. Consumption of halal cosmetics produced by manufacturers attracts many non-Muslim consumers because of the safety, comfort and cleanliness of product ingredients, which of them must be given by the halal product, especially for cosmetics.Research limitations/implicationsThis study broadens the understanding of the attitudes and behavioral intentions of non-Muslim consumers toward halal cosmetic products. Furthermore, this research has provided a deeper interpretation of non-Muslim understanding of halal logos, halal brand images and halal awareness which have been minimal in research studies.Originality/valueThis study contributes to the literature related to the behavioral intentions of millennial non-Muslim consumers for halal cosmetics. Therefore, respondents in the study were specific, that is, non-Muslims who are millennial generation in the Indonesia, Malaysia and Singapore context.

Nutritional quality and physiological effects of halal meat: A pilot study in non-Muslim consumers

Despite the current controversy, red meat remains essential to the proper functioning of our body. Among the trend meat products available for consumers, halal meat is becoming an interesting choice, independently of their religious beliefs. However, little is known about its nutritional content and possible health effects. For this reason, a comparative analysis of the physical-chemical and nutritional properties between halal and non-halal meats (beef and lamb) was conducted. Additionally, a pilot study was performed by University of Extremadura analysing the impact of its consumption on body composition, gut microbiota, biomarkers, and antioxidant status. The healthier lipid profile founded in halal meat may have had a positive impact on the weight, muscle mass, body fat and antioxidant status of the participants, without altering the gut microbiota and levels of biomarkers such as glucose, insulin, or iron. Scientific research can help meat consumers to choose healthier and more eco-friendly products.

Encountering Halal Branding and Consumer Response Among Non-Muslim Consumers

The interpretation and application of halal might be different between non-Muslims and Muslims. Vast background in culture and religion in Malaysia would make not everyone be able to understand the topic of halal. However, the comprehension and the value of a multi-racial consumer perspective for better Halal branding practices in the country are excellent. The importance of this study is to understand the concept of halal and explore the attitude and behaviour of the halal brand among non-Muslims. This study is qualitative. The research design of this study is an exploratory case study that employs semi-structured interviews. With eight informants from the nonprobability of purposeful sampling, the participants include diverse backgrounds from students to industry experts, reflecting all possible study sides. The findings show that non-Muslims had limited knowledge about the halal brand. Halal is a specific notion to indicate that Muslim consumers' food is safe to consume. Especially pork-free and non-alcohol. Non-Muslim consumers affirmed they still need to know about the whole concept of halal more than just a logo. Understanding the need of others is also significant in a multi-racial country. Though non-Muslims are aware of the existence of the halal logo, especially in daily needs product, they do not restrict themself to halal brand as for them, quality and brand name is their priority in purchasing. Hence, based on this research, it is suggested that the future researcher explore how the brand image of the so-called halal product may attract and create the purchasing intention among non-Muslim consumers.

The Acceptance of Halal Food Products Among Non-Muslim Consumers in Indonesia

The purpose of this paper is to examine the factors that influence non-Muslim consumers’ acceptance of halal food products. It proposes a hypothesis that non-Muslim consumers’ acceptance is influenced by halal knowledge, the perceived credibility of the halal logo, the perceived quality of halal products and religious motives. Furthermore, this study also examines acculturation as a moderating variable. This study uses questionnaires to collect data, which were distributed to 268 non-Muslim consumers in Indonesia. The results indicate that halal knowledge, the credibility of the halal logo, the perceived quality of halal products and religious motives positively affect non-Muslim consumers’ acceptance of halal food products. Acculturation moderates all the positive relationships between the independent variables and the consumers’ acceptance. However, in terms of the relationship between the halal logo’s credibility and its acceptance, the results show that acculturation alters the relationship’s direction to a negative one. This paper is one of the first studies investigating halal foods’ acceptance among non-Muslim consumers in a Muslim-majority country (Indonesia).

Consumer purchase of halal certified product: a quantitative systematic literature review

Purpose This study aims to review relevant studies concerning consumer purchase of halal-certified products. A total of 35 studies related to the consumer purchasing behavior of halal-certified products in top-tier journals have been identified according to the recommended systematic literature review methodology. Design/methodology/approach A systematic literature review approach was implemented to examine, summarize and finally interpret the relevant research stream pertaining to consumer purchase of halal-certified products. Findings There are five research streams extracted from this systematic review, halal study context, theories adapted, covariance-based-structural equation modeling (SEM) vs partial least square-SEM, Muslim vs nonMuslim consumer and role of religiosity. Despite the growing interest in the quantitative approach in consumer purchase behavior in halal-certified products, scholars in halal consumer studies must have a greater extent of work. These include incorporating diverse theories in the framework, an advanced SEM approach, and relevant determinants to capture consumer purchasing of halal-certified products in the highly anticipated and profitable Muslim market. Research limitations/implications Findings would help researchers in halal studies to consider and contemplate critical issues, according to the research stream presented in this review. Originality/value To the best of the authors’ knowledge, this study is the first review of quantitative studies on consumer purchases of halal-certified products.

Physicochemical, textural, and sensory qualities of pectin/gelatin gummy jelly incorporated with Garcinia atroviridis and its consumer acceptability

The aim of this study was to utilize Garcinia atroviridis fruit purée, pectin from its rind, and gelatin extracted from Salmo salar skin to develop a gummy jelly product, and to investigate its effect on the physicochemical properties, texture, and sensory qualities of the gummy jelly, along with its consumer acceptability. The mixture design was used to optimize the formulation of gummy jelly, varying the amount of pectin (0.5–1.5%) and gelatin (8.5–9.5%). The optimized formulation for the G. atroviridis gummy jelly (GAGJ) consisted of pectin (1.42%) and gelatin (8.58%). The consumer acceptance of the GAGJ made by optimized formula exhibited a moderate sensory rating score (6.9–7.5) and showed no correlation in the acceptance and purchase decision of the product between Muslim and non-Muslim consumer, while age and occupation of the consumers significantly affected the acceptance and purchase decision of the product. GAGJ can also be considered as a product with considerable bioactive compounds and antioxidant activities (DPPH (0.29–0.30 mg ascorbic acid equivalent (AAE)/g dried sample), ABTS (0.45–0.47 mg AAE/g dried sample), and FRAP (0.39–0.41 mg AAE/g dried sample)) that providing health benefits.

Applying the theory of reasoned action to measure intent to purchase halal food

The halal market exists primarily to cater to practising Muslim consumers, as it permits the sale of only those products and services permissible under Islamic law. Non-Muslims, however, are learning that halal products meet superior standards in terms of hygiene, safety and quality. This is contributing to a growing demand for halal goods around the world. With a focus on the largely untapped halal market in India, this study examines the relationship between attitudes and intent to purchase halal products among both Muslim and non-Muslim consumers. The study provides an opportunity for entrepreneurs and retailers to understand better how the halal market may be expanded in India and beyond. As such, this study has research and practical implications.

English

The study  aims to investigate the factors that influence South Korean non-Muslim customers' intention of purchasing Halal restaurants "cooked foods". There are three factors. This study indicated the intention of the non-Muslim customers to purchase Halal restaurant cooked foods is influenced by the healthiness, safety, and cleanness of foods and the Suwon area of South Korea. The attitude and subjective norm can help non-Muslim consumers form positive attitude towards Halal restaurant cooked foods. The finding will benefit both the academics and entrepreneurs who manage Halal business on how to improve their business. The outcome of the study supports a valuable situation  applicable to non-Muslim legal bodies on the present purchasing intention of non-Muslim customers towards Halal restaurant's program. This will likewise help manufacturers and advertisers to serve their clients better to amplify their benefit. It defines a total base for non-Muslim government officials to underwrite the inclusion of non-Muslim business visionaries in the Halal cooked foods administration industry to improve the financial branches of its supporters and fulfilling their strict duties to Halal food restrurants.   Key words: Attitude, perceived behavioural control, purchasing intention, non-Muslim, Halal restaurant. foods.

Non-Muslim Customer Switching Behavior In Islamic Bank In Indonesia

The growth of Islamic banking in Indonesia has occurred significantly, one of which is in the Metro City area, Lampung Province, Indonesia. Many consumers have moved from conventional banks to Islamic banks, even this has happened to non-Muslim consumers. This study aims to describe the factors that influence the behavior of non-Muslim consumers in Metro City, Lampung Province, Indonesia, when choosing Islamic banking services over conventional banks. This is because the understanding of non-Muslim customer switching behavior is very important, especially for Islamic banking, where the application of religious principles is contained therein. This research was conducted using a mixed method with quantitative and qualitative approaches. Data collection was carried out by filling out questionnaires and interviewing 40 non-Muslim customers who became customers at Islamic Bank. Furthermore, the data were analyzed statistically using ANOVA test and Post Hoc Test to see the influence of the factors that gave the most significant influence. The results of this study indicate that the factors of price, reputation, service quality, promotion, product, location, profit, coercion, and recommendations from other customers have a significant effect on non-Muslim customers to switch to services to Islamic banks with a significance value of 0.000 at ANOVA test. Of the nine factors, recommendation factors from other customers (whether friends, relatives, or family), price, and profit are the most influencing factors.

Nutritional Quality and Physiological Effects of Halal Meat: A Pilot Study in Non-Muslim Consumers

Nutritional Quality and Physiological Effects of Halal Meat: A Pilot Study in Non-Muslim Consumers

The effect of a Halal label and label size on purchasing intent for non-Muslim consumers

This study examined whether the purchasing intent of non-Muslim consumers in Taiwan was negatively affected by Halal labeling on meat products. Specifically, does a Halal label or the size of the Halal label have an impact on purchasing intention? A multinomial logit model with a random utility theory was utilized to determine the probability of purchasing Halal labeled meat products in Taiwanese traditional markets. The survey was distributed via Survey Monkey and 907 responses were collected. Results showed that a vast majority of non-Muslim Taiwanese consumers would still buy (33%) or try to buy (55%) Halal labeled meat products. Further, larger sized Halal labels did not keep non-Muslim consumers from purchasing the meat products. Rather, consumers showed higher purchasing intent with a larger Halal label, as long as the butchers adopted cold storage techniques to help keep the meat fresh. Therefore, governments, companies, and traditional market butchers should be less concerned about adopting Halal labels in traditional markets. The results of this study supports prior studies and confirms that non-Muslim consumers in Taiwan do not appear to be negatively influenced by a Halal label, regardless of the label size.

Purchase Intention on Halal Food Products: Non-Muslim Consumers’ Perception

This research examined the perceived behavioural control, attitude and subjective norms with the presence of moderator variables i.e., religiosity and social media that influence the non-Muslim consumers’ buying intention towards halal food products. The questionnaires were distributed to 310 non-Muslim consumers in Penang, Malaysia. Data was analysed using Partial Least Square approach. The research found that perceived behavioural control, attitude and subjective norms are positively related to buying intention of halal food products. Furthermore, religiosity is found to be significant in moderating the relationship between subjective norms towards halal food product buying intention. But religiosity is not a significant moderator in the relationship between attitude and perceived behavioural control towards purchase intention. Similarly, social media only moderates the relationship between subjective norms towards halal food product buying intention. The result of the findings is beneficial for researchers in understanding the buying intention of halal food products among the non-Muslim consumers. The outcome of the research could serve as an essential guidance to the halal food industry player.

Understanding non-Muslims’ reluctance to halal food: a systematic review

PurposeTo tap into the global market, it is important to evaluate and predict the trends of the acceptance of non-Muslims towards halal food products. This review paper aimed to evaluate the evidence relating to the potential barriers to the acceptance of halal food among non-Muslim consumers.Design/methodology/approachThe authors searched ScienceDirect, Scopus, Emerald and JSTOR databases. The search for the studies was performed without restrictions by using the terms “Non-Muslim” OR “Jews” OR “Christian” OR “Hindu” OR “Buddha” AND “halal” OR “halalan toyyiban” OR “sharia compliance” AND “food” OR “dietary” AND “perception” OR “opinion” OR “attitude” OR “barrier”. Quantitative studies were included, and the quality of the studies was assessed with the Crowe Critical Appraisal Tool.FindingsTwo themes were identified to be the potential barriers in the acceptance of halal food among non-Muslim consumers. There were two major factors: weak intention (negative attitude, perceived low behavioural control and perceived low subjective norms) and lack of food safety awareness, whereas the minor factors were as follows: perceived low food quality, halal logo/brand, lack of halal awareness, religious belief, animal welfare, consumer motive, low confidence level, lack of proper marketing/promotion, bad cognitive dissonance, bad food assurance and poor product judgement.Practical implicationsBy realising these potential barriers, it will benefit many parties including stakeholders and the food industry to improve their strategy to expand the halal market, especially for non-Muslims.Originality/valueBased on the findings, the authors believe that while research towards halal needs to continue and improve its basis in theory and design, researchers and food marketers can be confident that intention of purchasing halal food products can be increased by securing the aspect of attitude, subjective norms, perceived behavioural control as well as food safety awareness. Based on the identification of these potential barriers, this review hopes to further explain effective methods of communication for conveying halal concept in different parts of the countries.

Islamic brands attitudes and its consumption behaviour among non-Muslim residents of Thailand

PurposeThis study aims to discuss the influence of Islamic brand attitude, Islamic brand knowledge and Islamic brand health advantages over the consumption behaviour towards Islamic brands among non-Muslims and tests the subjective norm (Muslim friends and family members) moderating role.Design/methodology/approachThe model was tested by adopting the PLS-SEM testing methodology after collecting data by using the convenient sampling technique. Total 497 responses were used for data analysis.FindingsThe findings indicated that the non-Muslims of Thailand are influenced by the Islamic brand knowledge and Islamic brand health advantages.Research limitations/implicationsThis work examines the non-Muslims who are buying an Islamic brand, and they are the consumers and users of it.Practical implicationsThese results guide future researchers and organisations to strategies accordingly to motivate non-Muslim consumers towards the Islamic brands.Originality/valueThe research presents the construction of a model for understanding Islamic brand attitudes plus its components and as well as the moderating role of subjective norm between Islamic brand attitudes and consumption behaviours of non-Muslims of Thailand towards Islamic brand.

Non-Muslim Consumers Online Purchase Intention towards Halal Food in Manila

The purpose of this paper is to determine and investigate the online purchase intention among Filipino non-Muslim consumers towards Halal food. The fact could be explained by the increased number of consumers who were ready to purchase Halal products. Aside from Muslims, who expends Halal products due to devout obligations, it is understood that non-Muslims have also started eating halal food. Utilizing multiple regression analysis, four models were tested and perceived risk, trust and confidence, website design quality, and online shopping enjoyment have been explored in this study to investigate the influence of Halal food towards online purchase intention among non-Muslim consumers using quantitative research method. Perceived Risk has been identified to be the most significant in predicting factors in an online purchase intention of Halal food. Furthermore, future studies are suggested to include additional variables such as consumers’ habits and knowledge of halal food

The anatomy of non-Muslim consumers’ halal fashion buying behaviour: a quantitative approach

PurposeThe purpose of this study is two-fold: classifying non-Muslim halal fashion buyers by applying quantitative techniques and identifying the persuading determinants of the non-Muslim women’ halal fashion buying behaviour (HFBB).Design/methodology/approachBy adapting items from prior studies, a structured questionnaire was developed and distributed face-to-face to various Muslim fashion stores in Malaysia. After a one-month effort, 221 responses were obtained from non-Muslim consumers by using convenience sampling. Next, a clustering analysis was used to classify them from a contrasting perspective. Finally, regression and Andrew F. Hayes’s process procedures were applied to examine the three independent variables’ effect and the moderating variables.FindingsThe results revealed the characteristic behaviour of the non-Muslim women explicitly, which is related to their halal fashion purchasing decision. Based on the ANOVA results, there were different motives for buying halal fashion by non-Muslim women. Additionally, it was found that the most crucial determinants for non-Muslim’s HFBB are “cultural adaptation”, albeit, there is no substantial proof of a significant moderating effect of age and income on the consumers.Research limitations/implicationsThese discoveries are advantageous for halal fashion retailers and provide an appealing domain for further investigations in the context of the global halal study.Practical implicationsThis study provided an idea for an untapped segment on the halal fashion sellers’ segmentation and positioning strategy. The study’s results suggested specific managerial and practical recommendation that the sellers can use to attract non-Muslim consumers.Originality/valueThis study was amongst the uncommon investigations within the halal fashion context that will enlighten the managers’ selling strategy on the most neglected market segment. The results of this study provided an empirical understanding of how to sell halal fashion to non-Muslim consumers.

Pengaruh Sertifikasi Halal Terhadap Kesetiaan Konsumen Pada Produk Makanan dan Minuman: Studi Kasus Konsumen Non-Muslim di Daerah Istimewa Yogyakarta

Indonesia is serious about positioning itself as the world's halal center and a pioneer in halal certification globalization. The public as consumers also has the right to get correct information about the halal-certified food products they need. It's related to consumers' safety both Muslim and non-Muslim, both in faith, spiritually and physically, in consuming food and beverage products. It is very dependent on information on these food products. The Government's efforts related to food products that are Halal certified in the community are by issuing Law no. 33 of 2014 concerning Halal Product Guarantee, which will be enforced three years later as a transition period. Many things influence consumer loyalty to a product. Among them, product quality, price, design, promotion, brand ambassador. Consumers will have high loyalty to a product if the product is of high quality. In other words, the product can provide the satisfaction expected by consumers. Samples were taken randomly according to the criteria set by the researcher. The data analysis technique used Structural Equation Modeling (SEM). This study used 185 responses from respondents, which were obtained using a google form survey. This study indicates that the variables of product quality, price, design, promotion, and brand ambassador have a significant positive effect on consumer loyalty to halal-certified products. It shows that halal certification for non-Muslim consumers is also one factor that needs to be considered and taken into consideration for food and beverage product producers.