CONSUMER KNOWLEDGE TOWARD PURCHASING HALAL LABEL PRODUCT IN SELANGOR

Abstract

Halal label products are the products recognized by JAKIM of its safety and hygienic ingredients
contained. These products are considered as consumable by Muslims as the production process and
ingredients used are halal and not prohibited from the aspect of Islam. Malaysia is a country made up of
majority Muslims and therefore there is high demand of halal label products in the market. Some of the nonMuslims
prefer more on halal label products instead of those without halal label also. Consumer’s
knowledge is important to influence them in the purchase of halal label products besides preventing them
from being deceived by manufacturers using fake Halal logo due to lack of knowledge about it. In spite of
knowledge, the purchase of halal label products among the consumers is influenced by several factors. A
survey is conducted towards the consumers purchasing halal label products that have participated in MIHAS
Expo 2019 held in Kuala Lumpur. A questionnaire consisting 6 sections with total of 28 questions are
distributed among 100 respondents who halal label products’ consumers are. The questions are designed
based on literature review, KAP survey model and basic theory regarding the purchase of halal label
products among the consumers. The objectives are achieved and the results show that there is knowledge
among the consumers towards the purchase of halal label products, there is no relationship between
consumer income and their practice and there are factors influencing the consumers in the purchase of halal
label products which are importance, knowledge, attitude, practice as well as intention.