UNDERSTANDING HALAL PERCEPTIONS AMONG SINGAPOREAN MUSLIM CONSUMERS

Abstract

The challenges of modern life are continually evolving alongside technological advancements, facilitating easy access to clear and precise information for Muslim consumers worldwide. This, coupled with the growth of education, including religious education, empowers citizens to continually strive for the best. While concerns persist among Muslim consumers, particularly in minority Muslim communities, they do not significantly impede consumer behaviours. Knowledge acquired from childhood forms a fundamental pillar in their daily lives. This study investigates how the Muslim community in Singapore perceives the concept of halal in a manner that is easily understood and applicable in daily life. Employing qualitative methods, including semi-structured interviews and focus group discussions (FGDs), thematic analysis of the findings was conducted using NVivo 12Plus software. Thematic outcomes reveal three overarching themes: the community's understanding of halal, methods of ensuring halal compliance, and points of reference. These findings aim to assist individuals in navigating the complexities of selecting and utilizing halal food or products, particularly in non-Islamic countries or contexts.