Experience of non-Muslim consumers on halal as third party certification mark in Malaysia

Abstract

Consumers become more concerned about the products they consume as they become aware of the benefits of third-party certification marks on product packaging and advertisements. Consumers look for food product packaging that includes information such as GMO free, organic, eco-friendly, country of origin or religiously based labels, such as kosher and Halal. This study examined the impact of a Halal certification mark as both an advertisement and a signifier of third-party certification for non-Muslims in Malaysia. The results show that non-Muslims do not think that advertisement with Halal certification mark is offensive. Structural equation modeling (SEM) analysis shows that sensitivity toward advertisement is positively related to attitudes toward advertisements, and that attitudes toward advertisements have a significant and positive relationship with behavioral outcomes. These findings enhance understanding of the effect of advertisement with Halal certification mark on non-Muslim consumers in Malaysia.