Assessing Consumers’ Perception, Knowledge and Religiosity on Malaysia's Halal Food Products

Malaysia's Halal food market is worth RM36.63 billion or 6.3% of nominal GDP (2009 prices). Malaysian SMEs are now at par with the major international businesses because of Malaysian Halal logo. It has global markets accessibility and perceived as premium products. About 62.6% of the Malaysia population is between the ages of 15-64 years old (16 million) Moslem consumers with money to spend are looking for food that complies with the Islamic requirements. The domestic Halal industry is contributing less than 2% of gross domestic product but it is expected to increase to about 5.8% by 2020. Thus, the need to understand the factors influencing their decisions in purchasing Malaysia-Halal food products. This study used a quantitative approach through a survey method and multiple regression analysis was used to analyze the data. The respondents are the participants of World Halal Forum 2011 and World Halal Research Forum 2011, academicians and students of various higher learning institutions. The results of 740 respondents show that different nationalities have different perception towards Malaysia in general, its products and specific Malaysia's Halal food products. Research result shows that the consumers’ perception and their level of knowledge and religiosity differs, although more than 94% of the respondents are Muslim. Halal knowledge, information and education by the government agencies are perceived as lacking. Furthermore, this research also shows that about 40 to 50% of the consumers have high level of religiosity.