Hasman Abdul Manan, Shahira Ariffin and Tengku Sharifeleani Ratul Maknu

DOI: https://doi.org/10.6000/1929-7092.2019.08.85

Published: 02 December 2019

Abstract: Most imported food products from non-Muslim countries have Halal logos on the packaging but news on fake Halal logos has been circulating in the media on many occasions; because of the disgraceful act by firms that craved for a slice of the highly profitable global Halal food market. Hence, the objective of the study was to examine the effects of subjective knowledge and religious motives on Malay Muslims’ receptiveness toward non-Muslim country’s Halal food products. The convenience sampling method was used to collect data from 450 Malay Muslims within the Greater Kuala Lumpur/Klang Valley region. Results have shown that trust and subjective norm mediated the relationship between subjective knowledge and receptiveness, whereas, religious motives had no effect on receptiveness. Essentially, it is important for global Halal foods’ players to obtain adequate information on consumers’ decision-making behaviors in different markets; for the benefits of their marketing and promotional efforts.

Keywords: Halal, Malay Muslim, Non-Muslim Country, Receptiveness, Food market.

Download