This study investigates the factors influencing non-Muslim consumers' intentions to purchase halal products in Melaka, Malaysia. With a diverse population comprising significant non-Muslim minorities, understanding the perceptions and behaviors of these consumers is essential for tapping into growing halal market. The study identifies key elements such as halal awareness, certification, marketing strategies, and knowledge affect purchasing decisions. Findings indicate halal certification is the most significant factor, in enhancing consumer confidence and trust in halal products. Additionally, effective marketing and increased awareness about halal concepts play crucial roles in shaping non-Muslim consumers' attitudes and intentions. This study aims to bridge the knowledge gap regarding halal practices among non-Muslims, fostering greater acceptance and promoting ethical consumption. Insights from this research are expected to inform businesses on how to tailor their strategies to engage non-Muslim consumers effectively.
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