Exploring The Motivations Behind Non-Muslims In Malaysia Purchasing Halal Food: An Analysis Of Push And Pull Factors

This study examines the intention of non-Muslims to purchase Halal cuisine in Malaysia, with a specific focus on the push and pull motivational factors. The study investigates several push motivating variables and examines the hurdles and incentives related to the adoption of Halal cuisine by analysing survey responses from 266 participants gathered from February - April 2024. The findings enhance comprehension of the dynamics of Halal food consumption among non-Muslim communities in multicultural cultures in Sarawak, Malaysia.