This study explores the relationship between non-Muslim consumer’s intention to purchase halal products and awareness, certification, marketing, and knowledge of halal principles. Halal, rooted in Islamic dietary laws, has gained significant traction beyond religious boundaries, particularly in multicultural nations like Malaysia. Increased knowledge among consumers is influenced by education efforts, social media, and recommendations from friends, causing a change in how halal products are seen, linking them with high quality, safety, and ethical manufacturing. Halal certification is crucial for building consumer trust, but inconsistencies in labeling can lead to uncertainty. Strategic halal marketing has attracted non-Muslim consumers by highlighting the ethical, health, and quality aspects of halal products. However, many non-Muslim consumers still lack a deep understanding of halal concepts, which impacts their purchase intentions. As the global halal market expands, understanding these dynamics is essential for businesses and certification bodies to foster trust and cater to the evolving consumer base.
Ab Rashid, N., & Bojei, J. (2020). The relationship between halal traceability system adoption and environmental factors on halal food supply chain integrity in Malaysia. Journal of Islamic Marketing, 11(1). https://doi.org/10.1108/JIMA-01-2018-0016
Abderahman, R., Karim, R., & Kevin, D. (2021). Halal food supply chains: A literature review of sustainable measures and future research directions. Foods and Raw materials, 9(1), 106-116.
Ahamat, A., & Saleh, H. (2024) Kejurulatihan dan Bimbingan Digital Melestari Perusahaan Kecil dan Sederhana. Penerbit UTeM Press.
Al-Teinaz, Y. R., & Al-Mazeedi, H. M. M. (2020). Halal certification and international halal standards. In The Halal Food Handbook. https://doi.org/10.1002/9781118823026.ch15
Ambali, A. R., & Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-makers. Procedia - Social and Behavioral Sciences, 121. https://doi.org/10.1016/j.sbspro.2014.01.1104
Arifin, M. R., Raharja, B. S., & Nugroho, A. (2023). Do young Muslim choose differently? Identifying consumer behavior in Halal industry. Journal of Islamic Marketing, 14(4). https://doi.org/10.1108/JIMA-02-2021-0049
Asa, R. S., & Azmi, I. M. A. G. (2017). The concept of halal and halal food certification process in Malaysia: Issues and concerns. Malaysian Journal of Consumer and Family Economics, 20(S1).
Azam, M. S. E., & Abdullah, M. A. (2020). Global Halal Industry: Realities and Opportunities.
Azam, M. S. E., Abdullah, M. A., & Ahmad, A. N. (2022). Investigating the Methods of Restaurant Rating to Develop Halal Compliance Rating (HCR) Tool Within the Halal Certified Restaurants Globally. Journal of Islamic Economic and Business Research, 2(1). https://doi.org/10.18196/jiebr.v2i1.32
Bashir, A. M. (2020). Awareness of purchasing halal food among non-Muslim consumers: An explorative study with reference to Cape Town of South Africa. Journal of Islamic Marketing, 11(6). https://doi.org/10.1108/JIMA-04-2018-0077
Benussi, M. (2021). Living Halal in the Volga Region: Lifestyle and Civil Society Opportunities. In Rethinking Halal. https://doi.org/10.1163/9789004459236_012
Billah, A., Rahman, M. A., & Hossain, M. T. bin. (2020). Factors influencing Muslim and non-Muslim consumers’ consumption behavior: A case study on halal food. Journal of Foodservice Business Research, 23(4). https://doi.org/10.1080/15378020.2020.1768040
Bukhari, S. N. Z., & Isa, S. M. (2020). Islamic branding: insights from a conceptual perspective. Journal of Islamic Marketing, 11(6), 1743-1760.
Calder, R. (2020). Halalization: Religious Product Certification in Secular Markets. Sociological Theory, 38(4). https://doi.org/10.1177/0735275120973248
Chong, S. C., Yeow, C. C., Low, C. W., Mah, P. Y., & Tung, D. T. (2022). Non-Muslim Malaysians’ purchase intention towards halal products. Journal of Islamic Marketing, 13(8). https://doi.org/10.1108/JIMA-10-2020-0326
Czeczotko, M., Górska-Warsewicz, H., & Zaremba, R. (2022). Health and Non-Health Determinants of Consumer Behavior toward Private Label Products—A Systematic Literature Review. International Journal of Environmental Research and Public Health, 19(3), 1768.
Darmawati, D., & BASRI, H. (2023). The Practice of Tourism Product Endorsement: Perspective of Islamic Business Ethics in Social-Media. Journal of Environmental Management and Tourism, 14(6). https://doi.org/10.14505/jemt.v14.6(70).04
Farhan, F., & Sutikno, B. (2024). The Acceptance of Halal Food Products Among Non-Muslim Consumers in Indonesia. Journal of International Food and Agribusiness Marketing, 36(2). https://doi.org/10.1080/08974438.2022.2067281
Fauzi, M. A. (2022). Consumer purchase of halal certified product: a quantitative systematic literature review. In Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2021-0299
Halimi, F. F., Gabarre, S., Rahi, S., Al-Gasawneh, J. A., & Ngah, A. H. (2022). Modelling Muslims’ revisit intention of non-halal certified restaurants in Malaysia. Journal of Islamic Marketing, 13(11). https://doi.org/10.1108/JIMA-01-2021-0014
Hassan, Y., & Sengupta, A. (2019). India – an untapped market for halal products. Journal of Islamic Marketing, 10(3). https://doi.org/10.1108/JIMA-09-2018-0179
Jannah, S. M., & Al-Banna, H. (2021). Halal Awareness And Halal Traceability: Muslim Consumers’ And Entrepreneurs’ Perspectives. Journal of Islamic Monetary Economics and Finance, 7(2). https://doi.org/10.21098/jimf.v7i2.1328
Kamarruddin, N. (2021). Demystifying the sacred and the profane in religious consumption: an exploration of Islamic consumption in the Malaysian marketplace through the lens of consumer culture theory (Doctoral dissertation, University of East Anglia).
Lever, J. (2020). Understanding halal food production and consumption in’the West’. Beyond dominant narratives. CAMBIO. Rivista Sulle Trasformazioni Sociali.
Lim, Y. H., Lada, S., Ullah, R., & Abdul Adis, A. A. (2022). Non-Muslim consumers’ intention to purchase halal food products in Malaysia. Journal of Islamic Marketing, 13(3). https://doi.org/10.1108/JIMA-06-2020-0172
Loussaief, A., Ying-Chao Lin, J., Phuc Dang, H., Bouslama, N., & Cheng, J. M. S. (2024). Eating halal: a serial mediation model for the effect of religiosity on the intention to purchase halal-certified food. Asia Pacific Journal of Marketing and Logistics, 36(1). https://doi.org/10.1108/APJML-10-2022-0868
Mahamud, S., Fam, S. F., Saleh, H., Kamarudin, M. F., & Wahjono, S. I. (2021, November). Predicting Google Classroom Acceptance and Use in STEM Education: Extended UTAUT2 Approach. In 2021 2nd SEA-STEM International Conference (SEA-STEM) (pp. 155-159). IEEE.
Muslichah, I., & Ibrahim, K. A. (2021). Antecedents of intention to buy non-Muslim halal fast foods: evidence from the biggest Muslim population country. JBTI: Jurnal Bisnis: Teori dan Implementasi, 12(2), 115-128.
Nasution, R. A., Jeong, S. W., Jin, B. E., Chung, J. E., Yang, H., Nathan, R. J., & Arnita, D. (2023). Acculturation, religiosity, and willingness to accept Korean products among Muslim consumers: an exploratory study. Journal of Islamic Marketing, 14(12). https://doi.org/10.1108/JIMA-01-2022-0032
Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3). https://doi.org/10.1108/JIMA-11-2018-0220
Nusran, M., Hasibuddin, H., Azis, St. N., Darmawangsa, A., Ardi, A., Henny, A., Herdianzah, Y., & Safutra, N. I. (2023). Halal Aware Community Model Based On Masjid: Analysis Of Level Of Care, Awareness, And Satisfaction Of Muslim Tourists In Makassar. Journal of Industrial Engineering Management, 8(1). https://doi.org/10.33536/jiem.v8i1.1323
Okpala, C. O. R., & Korzeniowska, M. (2023). Understanding the relevance of quality management in agro-food product industry: From ethical considerations to assuring food hygiene quality safety standards and its associated processes. Food Reviews International, 39(4), 1879-1952
Osman, I., Junid, J., Ali, H., Buyong, S. Z., Syed Marzuki, S. Z., & Othman, N. (2024). Consumption values, image and loyalty of Malaysian travellers towards Muslim-friendly accommodation recognition (MFAR). Journal of Islamic Marketing, 15(3). https://doi.org/10.1108/JIMA-09-2022-0245
Prabowo, S., Rahman, A. A., Rahman, S. A., & Samah, A. A. (2015). Revealing factors hindering halal certification in East Kalimantan Indonesia. Journal of Islamic Marketing, 6(2). https://doi.org/10.1108/JIMA-05-2014-0040
Ramli, M. A., Abd Razak, M. A., & Jaafar, M. H. (2023). Understanding non-Muslims’ reluctance to halal food: a systematic review. In Journal of Islamic Marketing (Vol. 14, Issue 2). https://doi.org/10.1108/JIMA-05-2021-0134
Rejeb, A., Keogh, J. G., Rejeb, K., & Dean, K. (2021). Halal food supply chains: A literature review of sustainable measures and future research directions. Foods and Raw Materials, 9(1). https://doi.org/10.21603/2308-4057-2021-1-106-116
Saleh, H. (2017). Implementation Of The Green Advertising Media (Gam) To Increase Product Sales Volume (Psv) In Malaysia Product Market. Economic and Social Development: Book of Proceedings, 34-40.
Saleh, H. (2020). Enhance small medium enterprise (SMES) family business in Malaysia through e-marketing strategies. International Journal of Scientific & Technology Research, 9(2), 33206-33209.
Saleh, H. (2020a). The Relationship between Engineer Skill Ability towards Manufacturing Employer's Satisfaction: A Fundamental Study. Journal of Technical Education and Training, 12(3), 71-76.
Saleh, H., & Wahab, N. A. A. (2024). Employers’ Perspectives on Skills Falling Short, HEIs’ Education System, and Graduates’ Attributes: A Proposed Framework. International Journal of Academic Research in Business and Social Sciences, 14(8), 93–107.
Septiarini, D. F., Ratnasari, R. T., Salleh, M. C. M., Herianingrum, S., & Sedianingsih. (2023). Drivers of behavioral intention among non-Muslims toward halal cosmetics: evidence from Indonesia, Malaysia, and Singapore. Journal of Islamic Accounting and Business Research, 14(2). https://doi.org/10.1108/JIABR-02-2021-0064
Shahabuddin, A. S. M., Sukor, M. E. A., & Hashim, N. H. (2020). Product-centric halal business: a critique from an Islamic perspective. Journal of Islamic Marketing, 11(6). https://doi.org/10.1108/JIMA-06-2019-0129
Shukor, A. F. A., Samiran, M., Saleh, H., & Hasnan, N. (2015). The Relationship between Service Quality, Customer Satisfaction and Customer External Complaints Intentions in Commercial Parking Facilities in Klang Valley, Malaysia. International Journal of Science Environment, 4(3), 595-615.
Suryawan, A. S., Hisano, S., & Jongerden, J. (2022). Negotiating halal: The role of non-religious concerns in shaping halal standards in Indonesia. Journal of Rural Studies, 92. https://doi.org/10.1016/j.jrurstud.2019.09.013
Tieman, M. (2020). Measuring corporate halal reputation: A corporate halal reputation index and research propositions. Journal of Islamic Marketing, 11(3). https://doi.org/10.1108/JIMA-05-2018-0095
Usman, H., Chairy, C., & Projo, N. W. K. (2023). Between awareness of halal food products and awareness of halal-certified food products. Journal of Islamic Marketing, 14(3). https://doi.org/10.1108/JIMA-07-2021-0233
Wibowo, M. W., Permana, D., Hanafiah, A., Ahmad, F. S., & Ting, H. (2021). Halal food credence: do the Malaysian non-Muslim consumers hesitate? Journal of Islamic Marketing, 12(8). https://doi.org/10.1108/JIMA-01-2020-0013
Wilkins, S., Butt, M. M., Shams, F., & Pérez, A. (2019). The acceptance of halal food in non-Muslim countries: Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism. Journal of Islamic Marketing, 10(4). https://doi.org/10.1108/JIMA-11-2017-0132
Wisker, Z. L. L. (2023). Inclusive marketing: Muslims’ influence on marketers’ behaviour in non-Muslim majority country: evidence from New Zealand. Journal of Islamic Marketing, 14(12). https://doi.org/10.1108/JIMA-08-2022-0238
Xiong, J., & Chia, K. W. (2024). Beyond halal: exploring Muslim and non-Muslim tourists’ halal food experiences. Journal of Islamic Marketing, 15(4). https://doi.org/10.1108/JIMA-04-2023-0134
Yener, D. (2022). The Effects Of Halal Certification And Product Features On Consumer Behavior: A Scenario-Based Experiment. International Journal of Management Studies.
Saleh, H., & Rajandran, T. (2024). Relationship between Non-Muslim Consumer Intention to Purchase Halal Products with Halal Awareness, Halal Certification, Halal Marketing and Halal Knowledge: Systematic Review. International Journal of Academic Research in Business and Social Sciences, 14(9), 416–426.
Copyright: © 2024 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
