Muslim Consumers Behaviour Through ‘Buy Muslim First (BMF) Vs. ‘Buy Halal First’ (BHF) Campaign in Malaysia

Abstract

The advertisement of products and services whether locally or globally attract consumers and persuade their buying decisions. Muslim consumers in Malaysia make half of the buying power that contributes to the nation’s economy. The buying decision of Muslim consumers shows the highest rating for products that have received halal certification from the Department of Islamic Development Malaysia (JAKIM). In 2018, a ‘Buy Muslim First’ campaign was launched; however, it was misinterpreted as an agenda to boycott the non-Muslim products. The actual purpose of the campaign is to foster the sustainability of entry-level Muslim products in the small-scale industries.  Meanwhile the ‘Buy Halal First’ campaign has long been enforced in Malaysia, which allows products manufactured, including by the non-Muslims, to obtain the halal logo.  In an Islamic nation such as Malaysia, the halal logo is issued by authoritative institutions that are appointed by the Government such as JAKIM. These authoritative institutions are responsible to ensure that Muslim consumers have options of products which are compliant to the requirements of Islamic rulings even though the products are made by non-Muslim manufacturers. Hence, this article discusses the Muslim consumers’ needs based on the BMF and BHF marketing campaigns.