Relationships between human attributes and sources of information for seeking halal food information: A pilot research on Kuala Lumpur, Malaysia

Abstract

This paper aims at investigating the impacts between information sources used and human attributes, namely: Attitude, Habit and Awareness of Individual in seeking for information about halal food products effectively among Malaysian Muslim consumers in Kuala Lumpur. This study was conducted to address the following research questions: 1) Are there any relationships between the use of different information sources and Attitude that might positively relate to the perception of wholesomeness, leading to effective seeking for halal food information?; 2) Are there any relationships between the use of different information sources and Habit that might positively relate to the perception of wholesomeness, leading to effective searching for halal food information?; and 3) Are there any relationships between the use of different information sources and Awareness of individuals that might positively relate to the perception of wholesomeness, leading to effective searching for halal food information? A pilot study was conducted in Kuala Lumpur, Malaysia, with a sample size of 50 respondents. Most of the respondents were young Malaysian Muslims between the ages of 18 and 24 years old. The data was gathered through a five-point Likert scale and was analysed quantitatively using SPSS. The findings of this study suggest that linking between information sources used by consumers, and the above-mentioned human attributes will ensure the perception of wholesomeness of halal food. In other words, when the consumer’s attitude, habit and awareness towards halal food are high, the consumer will use credible and trusted information sources, and hence reach an effective searching process for halal food information. Accordingly, this study provides insights into how Malaysian Muslim consumers seek information for halal food.