Knowledge and attitude of selected non-Muslim college students towards Halal-certified food products

Abstract

Halal certification is a vital component of the food industry. The increasing popularity of Halal-certified foods among non-Muslim consumers is attributed to food safety and wholesomeness. This study aimed to determine the knowledge and attitude of non-Muslim consumers towards Halal-certified foods. Out of 342 college students who participated in the online survey, 28.4% considered flavour as the most important factor in choosing food, followed by health (27.8%), and safety (23.4%). On the other hand, 82.5% regarded religious reasons as the least important. Moreover, 40% defined Halal as Muslim food and food preparation, with media (89.5%) and the community (88%) as common sources of Halal information. In terms of their knowledge, 50.3% of non-Muslim college students have a moderate level of knowledge, and 55% have a neutral attitude towards Halal. These results imply the need for strategies to increase Halal awareness and improve the knowledge and attitude of non-Muslim consumers. Social media may be a useful platform to disseminate information as this has been identified by most respondents as their source of information.