11/14/2022 0 Comments Muslim consumer group![]() Consumers today are more aware of the importance of health thus influence their behavior on food consumption. In today's society, the increasing concern over health promotes the acceptance on halal food as it covers the whole understanding of consuming clean and hygienic food to promote better health. Furthermore, the fact that food is a common need among people, the market potential is even more promising though people from different cultural backgrounds and religion have different perceptions and experiences to food. ![]() Food in general is defined as anything eaten or taken orally to the body as a source of energy. Though halal concept relates the Muslim society in specific (Alam and Nazura, 2011), there is a huge potential to tap the non-Muslim community interests when it comes to food. Producers to expand their target market domestically and internationally. Selection and peer-review under responsibility of Centre for Islamic Thought and Understanding (CITU), Universiti Alongside with the national aim to make Malaysia as the world halal hub (Habibah, 2011), the industry is gaining its popularity day by day and opens up opportunities to halal food Consumer demand on food has also changed considerably. Halal food industry in Malaysia is booming in recent years. ![]() Keywords: Halal concept Acceptance Non-Muslim Halal food business Consumers Purchase Decision Selection andpeer-reviewunder responsibility ofCentrefor Islamic Thought andUnderstanding (CITU), Universiti Teknologi MARA, Malaysia. The findings may also provide better understanding on factors influencing the market acceptance on the concept. The result of the study may provide an insight to halal food producers to look into the non-Muslim consumers as one of their target market in halal food industry. It represents hygiene, cleanliness and the quality of the food consumed. ![]() The halal concept on food today is beyond the understanding of religious values alone. However, with the raising concern on health, a halal food business today has huge potential in capturing non-Muslim as target market. Halal concept commonly concerns the Muslim consumers. Vloreen Nity Mathewa*, Ardiana Mazwa Raudah binti Amir Abdullahb, and Siti Nurazizah binti Mohamad IsmailcĪ,b,cFaculty of Business Management, Universiti Teknologi MARA (UiTM), 94300, Kota Samarahan, Sarawak, Malaysia International Halal Conference, PWTC, Kuala Lumpur, Malaysia,Īcceptance on Halal Food among Non-Muslim Procedía - Social and Behavioral Sciences 121 (2014) 262 - 271 ![]()
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