Muslim's Purchase Intention towards Non-Muslim's Halal Packaged Food Manufacturer

摘要

Halal industry has received special attention worldwide as one of the most potential businesses to be explored and developed. Demand from approximately 1.6 billion Muslims throughout the world has become a crucial door-opener for Halal industry. One of the highly growth markets at present is the Halal packaged food industry. Even though several studies have focused on the purchase of Halal products produced by Non-Muslim manufacturer, however their results are still inconclusive. Thus, this study aims to investigate the determinant factors that consumers may consider in buying Halal packaged food produced by Non-Muslim manufacturers. Halal awareness, Islamic brand and product ingredients are used as the pre-determined factors in measuring consumer's purchase intention. A total of 150 set of questionnaires were distributed randomly in Klang Valley. The hypotheses which were tested using Pearson Correlation have revealed that Halal awareness and product ingredients have significantly influenced Muslim's intention to buy Halal packaged food that are produced by Non-Muslim manufacturers. It is expected that the findings of this study will assist the Non-Muslim's Halal certified manufacturers to develop the best strategy in winning the heart of Muslim consumers.