What is it about?
Muslims living in multi-religious societies are considered more conscious about the permissibility (Halal) of products and thus the majority of Halal research in the non-financial sector was conducted in multi-ethnic societies. Nonetheless, the global trade is changing the way we perceive the origin of products and brands and their permissibility under Islamic Sharia laws. This apparently has serious implications for international companies operating in food, cosmetics and pharmaceutical products. The purpose of this paper is to investigate the role of Muslim attitude towards Halal products, their subjective norms and religiosity in predicting intention to choose Halal products
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Why is it important?
The presence of strong attitude towards Halal products in Muslim consumers might play an important role in exclusion or inclusion of brands, based on their conformance to Halal requirements.
Perspectives
Hope this article serves as the basic foundation for future researchers interested to work in this area.
ARSHIA MUKHTAR
University of South Australia
Read the Original
This page is a summary of: Intention to choose Halal products: the role of religiosity, Journal of Islamic Marketing, June 2012, Emerald,
DOI: 10.1108/17590831211232519.
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