Consumer purchase intention on halal packaged food products: does halal logo and ingredients matter?
The concept of halal is widely accepted in Muslim and non-Muslim countries. Halal conception is no longer perceived as a marketing jargon but it is a huge business. Manufacturers either from Muslim and non-Muslim countries had struggled to win Muslim and non-Muslim consumers to consume halal product...
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| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Global Academic Excellence
2019
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/26817/1/JISED%204%2023%202019%2078%2086.pdf http://repo.uum.edu.my/26817/ http://www.jised.com/archived.asm |
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| Summary: | The concept of halal is widely accepted in Muslim and non-Muslim countries. Halal conception is no longer perceived as a marketing jargon but it is a huge business. Manufacturers either from Muslim and non-Muslim countries had struggled to win Muslim and non-Muslim consumers to consume halal products of their brand. Halal not only lawful and
permitted but covers the concepts of good, pure and wholesome. For halal packaged food product, packaging is consider as a first impression to lead consumer consumption. Halal logo and ingredients were highlighted as a potential stimulus. Due to in high demand and widely
accepted, there is a tendency for misused of halal logo and ingredients. This study attempts to
investigate whether halal logo and/or halal ingredients play a significant roles in stimulating consumer’s purchase intention of halal packaged food products. A mall-intercept approach in northern region of Malaysia among 110 respondents revealed that halal logo and halal
ingredients significantly affect consumer’s decision. However, halal logo plays a crucial role
in stimulating consumer’s purchase intention. Theoretical and practical implication is
discussed at the end of the article. |
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