Non‐Muslim consumers' understanding of Halal principles in Malaysia

Purpose The aim of this paper is to determine the factors that most likely influence non‐Muslims' understanding of Halal principles in a country where almost 60 percent of the population is Muslim. Design/methodology/approach Cross‐sectional data were collected through a survey of 800 non‐Muslims in the Klang Valley, via structured questionnaires, to gather information on their understanding of Halal principles and food products. The logit model was applied to determine the extent to which socio environment factors influenced the respondents' understanding and familiarities with Halal principles and Halal food products. Findings The results of this study suggest that non‐Muslim consumers are aware of the existence of Halal food in Malaysia. In general, socio‐environmental factors such as mixing with Muslims socially and the presence of advertised Halal food significantly influence non‐Muslims' understanding of Halal principles. The findings also suggest that non‐Muslims understand that Halal principles are also concerned about food safety issues and environmentally friendly ways of doing things. Research limitations/implications The research used a quantitative method to analyse 800 non‐Muslim respondents in the Klang Valley only. Practical implications The practical implications extend to food policy decision makers and food marketers who might pursue strategies in their distribution and communication efforts which target the growing Halal food market segment among non‐Muslims. Dissemination of information plays an important role in making non‐Muslims improve their understanding of Halal principles. Originality/value This study is one of the first to investigate the level of understanding of Halal principles among non‐Muslims in Malaysia.