Awareness and Perception of Muslim Consumers on Non-Food Halal Product

Abstract

Halal has become the lifestyle of Muslim consumers in the world. As the Muslim populations increasing throughout the world, the awareness on consuming Halal also goes in the same parallel trend. In Malaysia, Halal food certification and management are given a lot of attention by the consumers, producers and regulators. However, Halal is not only covering only food consumption but also for nonfood products such as cosmetics, toiletries, pharmaceuticals, leather products, perfume and fragrances, brushes and so on. The services such as banking, entertainment, tourism, and logistic also related to Halal requirements. Thus, this research paper aims to investigate the awareness and perception of Muslim consumers on non-food Halal products and to identify the factors that influence the awareness and perception of consumers to the non-food Halal products. Moreover, this research also aims to confirm whether the identified variables have the strong influence to the level of awareness and perception of Muslim consumers on non-food Halal product. The samples of the research consisted of 236 government servants in the state of Selangor. The data are collected through questionnaire and analysed using the descriptive statistics, factor analysis and multiple regression. The results of the study revealed that the factors derived from factor analysis are: Halal information (X 1), Availability (X2), Halal on media (X3) and Halal programmes(X4). Based on correlation and regression analysis, it is predicted that all factors are significant except for Halal programmes (X4). This study implicates that Halal-related programmes by related organisations in Halal industry is still lacking in promoting the Halal awareness and perception on non-food products.