Encountering Halal Branding and Consumer Response Among Non-Muslim Consumers

Abstract

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.