Exploring the Role of Student Exchange Programs in Fostering Halal Understanding among South Korean Non-Muslims
Keywords:
Halal acceptance; halal behavioral change; non-Muslims; effectiveness; halal program
Abstract
One of the challenges in halal is the acceptance among non-Muslims of the values, due to their lack of appreciation in understanding its concept. Media bias, culture, personal beliefs, racism and Islamophobia are some of the common causes. Past studies concluded that the concept of misjudgment could be realigned to a positive attitude by providing the appropriate information and education. Therefore, the study was conducted with the aim, of assessing how the provision of halal knowledge through the concept of a student exchange program could change a group of non-Muslims’ attitude, acceptance and behavior towards halal. A research experiment was administered that involved a group of university students from a private university in South Korea, who voluntarily took part in a 7-day halal program in Malaysia. The study involved 1) a pre-test assessment, 2) participation in the student exchange heutagogy program and 3) a post-test assessment. Based on the paired sample test results, overall, there was a significant increase in the halal understanding among non-Muslims of South Koreans. The novelty of the study stems from the need to understand non-Muslims’ perception of halal, specifically from the learning and cultural perspectives.
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References
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Damit, D. H. D. A., Harun, A., Martin, D., Shamsudin, A. S. B. & Kassim, A. W. M. (2018). Non-Muslim consumers’ attitude and repurchase behavior towards halal food: an application of buyer behavior model. WSEAS Transactions on Business and Economics, 15, 413-422.
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Farhan, F. & Sutikno, B. (2022). The acceptance of halal food products among non-Muslim consumers in Indonesia. Journal of International Food & Agribusiness Marketing, 1-22.
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Golnaz, R., Zainalabidin, M., Mad Nasir, S. & Eddie Chiew, F. (2010). Non-Muslims’ awareness of Halal principles and related food products in Malaysia. International Food Research Journal, 17(3), 667–674.
Gunter, B. & Furnham, A. (1992). Consumer Profiles: An Introduction to Psychographics. London: Routledge.
Greenberg, J., Solomon, S. & Pyszczynski, T. (1997). Terror management theory of self-esteem and cultural worldviews: Empirical assessments and conceptual refinements. In Advances in experimental social psychology, 29, 61-139. Academic Press.
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Hassan, S. S. (2000). Determinants of market competitiveness in an environmentally sustainable tourism industry. Journal of Travel Research, 38(3), 239-245.
Haque, A., Sarwar, A., Yasmin, F., Tarofder, A. K. & Hossain, M. A. (2015). Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia. Journal of Islamic Marketing, 6(1), 133-147.
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Hendratmi, A. & Laksana, B. (2019). The influence of Islamic brand personality towards bank Muamalat Surabaya brand loyalty. KnE Social Sciences, 3(13), 678-692.
Hollenbeck, C. R. & Kaikati, A. M. (2012). Consumers' use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing, 29(4), 395-405.
Hosseini, E., Rahban, M. & Moosavi-Movahedi, A. A. (2021). Halal products and healthy lifestyle. In Rationality and Scientific Lifestyle for Health (pp. 115-127). Springer, Cham.
Izberk-Belgin, E. & Nakata, C.C. (2016). A new look at faith-based marketing: the global halal market. Business Horizons, 59(3), 285-29.
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Jamal, A. & Sharifuddin, J. (2015). Perceived value and perceived usefulness of halal labeling: The role of religion and culture. Journal of Business Research, 68(5), 933-941.
Johan, Z. J., Hussain, M. Z., Mohd, R. & Kamaruddin, B. H. (2020). Muslims and non-Muslims intention to hold Shariah-compliant credit cards: a SmartPLS approach. Journal of Islamic Marketing, doi:10.1108/JIMA-12- 2019-0270.
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Published
2023-10-08
How to Cite
Kassim, E. S., Osman, I., Omar, E. N., & Hassan, F. H. (2023). Exploring the Role of Student Exchange Programs in Fostering Halal Understanding among South Korean Non-Muslims. Information Management and Business Review, 15(3(I), 159-172. https://doi.org/10.22610/imbr.v15i3(I).3526
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