The young consumer perception toward clean label: halal clean food

Abstract

Most of industrialized countries became afflicted about food insecurity with the key contribution of agrifood industrialization (lusk, 2016; Menses, Cannon, & Flores, 2014). Consumers are becoming more concerned with food quality and health issues and start searching for some clues that facilitate and ease their searching and evaluation process. So that, marketers start to target those customer segments by positioning their products as halal food or clean label food to be considered as a trust attribute for their products, and consumers would depend on its brand credibility. However, number of trends have emerged in conjunction with the halal food and clean label movement as opportunities for food makers to connect and resonate with their target audience (Shelke & Kim, 2018). So, in this study we will try to find the possibility of considering halal food as a clean label food and targeting other segment rather than Muslims with this straddle positioning strategy.