Understanding Mechanisms to Promote Halal Industry-The Stakeholders’ Views

Halal certified products provide assurance to the consumers in particular the Muslims that the product ingredients and their production processes are shariah (Islamic law) compliance. Nevertheless, much left to be explored on the issue of whether the Halal logo itself is sufficient and sole contributor for consumers in purchasing decision. Does Halal logo guarantee on the marketability of the product? Does Halal logo override other attributes being considered by the customers? This paper attempts to review previous research on factors that influence customer into purchasing food products regardless of the product are Halal certified.