Purchasing Decision Factors of Halal Logo Products and Muslim Products Among Muslim Consumers
jhsr.220007
Nor Aina Mhd Khotib*
Halal Management Institute, School of Islamic Business, Universiti Utara Malaysia, Malaysia
Syarifah Md Yusof
Halal Management Institute, School of Islamic Business, Universiti Utara Malaysia, Malaysia
*Corresponding author: nor.aina.khotib@uum.edu.my
Abstract
Muslim are compulsory to choose halal product. Hence, a good understanding of what is halal product is important as this will help Muslim consumer in choosing halal product available in the marketplace. Following the emergence of the “Buy Muslim First” or BMF issue, Muslim consumers are encouraged to purchase Muslim products rather than non-Muslim product. However, many of Muslim products do not have a halal logo. Therefore, this study was carried out to identify the perception of Muslim consumers towards “halal logo products” and “Muslim products” as well as determining factors for their selection. The study uses a qualitative approach. Informants were selected among the students of Universiti Utara Malaysia with a total of 22 students. This study employed interview as a data collection method. Interviews are conducted online using the Webex platform. Interview questions involve two main constructs, namely perception and determination of selection. Thematic analysis has been employed to analyze the qualitative data. The results showed that informants have a good awareness of halal logo products as most of them choose products with halal logos over Muslim products. This shows that the campaign of “Buy Muslim First” does not much influence Muslim consumers in the selection of product. The implication of this study is that Muslim entrepreneurs should improving the quality of their product buy applying for halal certification as the results of the study show that consumers are more concerned on products with halal logo.
Keywords: Halal, Muslim Products, Halal Products, Muslim Consumers