Personal values underlying halal food consumption: evidence from Indonesia and Malaysia

Purpose The purpose of this paper is to uncover the personal values driving Indonesian and Malaysian Muslims’ consumption decisions with respect to halal food. Design/methodology/approach The personal values of 130 Indonesian and 80 Malaysian Muslims have been analyzed, using a means-end chain (MEC) approach, in relation to halal food. Findings Primary personal values are identified as a better sense of personal security. This is ascribed as seeking “better future” and “go to heaven.” Other personal values are related to tradition, benevolence and achievement. Research limitations/implications Since this study was conducted in both the capital cities of Indonesia and Malaysia, this study might not take account of cultural diversity within the two countries’ Muslim communities. Practical implications An understanding of the personal values governing Muslim consumption is a useful tool toward improving the promotion of halal certification and food products. Originality/value This study reveals the personal values of Indonesian and Malaysian Muslims with underpinning their consumption of halal food.