Can Halal Poultry be Trusted? A Study on Gen Y Non-Muslim Malaysia Consumers’ Perspective

Abstract

Malaysia has taken a lot of initiatives to promote its halal products through branding, promotion, e-commerce and distribution. However, this probably raises many problems and challenges especially in selling Halal poultry to non-Muslim consumers as non-Muslim Gen-Y Malaysian paid less attention to Halal logo food product since it is not their religious obligation to consume Halal food. Therefore, the study proposed seventeen hypothesis and the results indicate that there is a positive relationship between brand comprehension, stimulus ambiguity, awareness and consumer confidence level. Moreover, the results also indicate that consumers’ attitude, motive, confidence level have positive relationship towards consumer choice. In other words, if the consumer have position attitude, motive and confidence towards Halal logo, they will purchase Halal poultry.