Examining Malay Muslims Receptiveness of non-Muslim Country’s Halal Food Products

Hasman Abdul Manan, Shahira Ariffin, Tengku Sharifeleani Ratul Maknu


Malaysia heavy reliance on imported foods, particularly from Western nations to cater to the demands of its people and expatriates; as well as the burgeoning global Halal fraud issues have become a very worrying phenomenon, particularly among the Muslim consumers. Therefore, the aim of this study is to examine factors that affect urban Malay Muslims receptiveness of imported Halal foods. Systematic sampling technique was used to select 450 respondents in several localities within the Greater Kuala Lumpur/Klang Valley areas. The results showed Malay Muslim urbanities receptiveness was significantly affected by trust and distrust on Halal foods information as well as subjective norm. However, attitude toward imported Halal foods had no causal association with receptiveness; thus, indicating the existence of the attitude-behavior gap. Overall, the study recommends for brand owners and marketers to make available more effective measures toward enhancing the receptiveness of imported Halal food products within the urban Malay Muslim community in Malaysia.


Collectivist, Halal, Malay Muslim, Malaysia, Receptiveness, Urban

Full Text:



Halal Food Asia. About Halal food Asia (2014). Retrieved on 18 March 2017 from http://www.halalfoodasia.net/halal_food_brochure.pdf

G. Rezai. Consumers’ Confidence in Halal Labelled Manufactured Food in Malaysia, Unpublished doctoral dissertation. Universiti Putra Malaysia, Malaysia (2008).

M. Saqib, and N. Taneja. Non-tariff barriers and India’s exports: the case of Asean and Sri Lanka (2005). Retrieved on 1 March 2017 from http://icrier.org/pdf/wp165.pdf

The Malay Consumer Profiled (2012). Retrieved on 1 March 2017 from http://brandinsights.com.my/the-malay-consumer/

H.C. Triandis. The self and social behavior in different cultural context. Psychological Review. 96(3) (1989), 506-520.

S.E. Krauss, A.H. Hamzah, T. Suandi, S.M. Noah, R. Juhari, J.H. Manap, K.A. Mastor, H. Kassan, and A. Mahmood. Exploring regional differences in religiosity among Muslim youth in Malaysia. Review of Religious Research. 4(3) (2006), 238-252.

L.L. Pin. Malaysia Retail Foods Annual (2014). Retrieved on 18 March 2017 from http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Retail%20Foods_Kuala%20Lumpur_Malaysia_11-19-2014.pdf

P. Lee. RM92m spent on imported food every day (2012). Retrieved on 1 March 2017 from http://www.freemalaysiatoday.com/category/nation/2012/02/14/rm92m-spent-on-imported-food-every-day/

S.Z.M. Samsi, O. Ibrahim and R. Tasnim. Review on knowledge management as a tool for effective traceability system in Halal food industry supply chain. Journal of Research and Innovation in Information Systems. (2012), 78-85.

G. Rezai, Z. Mohamed, and M.N. Shamsudin, M.N. Assessment of Consumers’ Confidence on Halal Labeled Manufactured Food in Malaysia. Pertanika Journal of Social Science and Humanities. 20(1) (2012), 33-42.

W. Verbeke. Impact of communication on consumers’ food choice. Proceedings of the Nutrition Society. 67(2008), 281-288.

Z. Mohamed, M.N. Shamsudin, and G. Rezai. The effect of possessing information about Halal logo on consumer confidence in Malaysia. Journal of International Food & Agribusiness. 25(1) (2013), 73-86.

C.X. Ou, and C.L. Sia. Consumer trust and distrust: an issue of website design. International Journal of Human-Computer Studies. 68(2010), 913-934.

Z. Yun, S. Verma, D.T. Pysarchik, J. Yu, and S. Chowdhury. Cultural influences on new product adoption of affluent consumers in India. The International Review of Retail, Distribution & Consumer Research. 18(2) (2008), 203-20.

S.A. Alam, and N.M. Sayuti, M.M. Applying the Theory of Planned Behavior (TPB) in Halal food purchasing. International Journal of Commerce and Management. 21(1) (2011), 8-20.

T.S.M. Al-Nadhi, and M.A. Islam. Factors influencing Malaysian Muslims to patronage Halal restaurants – ambience as a mediator. Business Review. 6(2) (2011), 121-133.

E. Kim, S. Ham. I.S. Yang, and J.G. Choi. The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management. 35(2013), 203-213.

L. Perner. Consumer behavior: the psychology of marketing (2010). Retrieved on 7 March 2017 from http://www.consumerpsychologist.com/

M. Solomon. Consumer behavior buying, having, and being 8th edition (2008). Upper Saddle River, NJ: Pearson Prentice Hall.

E.F. Tomalieh, E.F. The impact of Jordanian women’s motives, on their attitudes towards cosmetic treatment. European Journal of Business and Management. 7(11) (2015), 11-22.

A. Radam, M.R. Yacob, T.S. Bee, and J. Selamat, J. Consumers’ perceptions, attitudes, and willingness to pay toward food products with ‘No Added Msg’ labeling. International Journal of Marketing Studies. 2(1) (2010), 65-77.

G.C. Miranda-de la Lama, L.X. Estevez-Moreno, W.S. Sepulveda, M.C. Estrada-Chavero, A.A. Rayas-Amor, M. Villaroel, M. and G.A. Maria. Mexican consumers’ perceptions and attitudes toward farm animal welfare affected consumers’ willingness to pay for welfare friendly meat products. Meat Science. 125(2017), 106-113.

C.N. Munene. Analysis of consumer attitudes and their willingness to pay for functional food (2006). Unpublished PhD thesis. Louisiana State University. USA

G.E. Belch, and M.A. Belch. Toward development of a model and scale for assessing consumer receptivity to foreign products and global advertising. European Advances in Consumer Research. 1(1993), 52-57.

W.G. Zikmund. Business Research Methods 7th Edition (2003). Ohio: South-Western.

X. Li. and J.D. Opsomer. Model-based variance estimation for systematic sampling (2005). ASA Section on Survey Research Methods. p. 3307-3317.

J.F. Hair, W.C. Black, B.J. Babin, B.J, and R.E. Anderson. (2010). Multivariate Data Analysis: A Global Perspective 7th Edition (2010). New Jersey: Pearson.

M.M.N. Saad. Determinants of internationalization and performance of small and medium enterprises in Malaysia (2014). Unpublished PhD thesis, University of Malaya, Malaysia.

J. Henseler, C.M. Ringle, and R.R. Sinkovics, R.R. The use of partial least squares path modeling in international marketing. Advances in International Marketing.20(2009), 277-319.

J. Henseler, C.M. Ringle, and M. Sarstedt. A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science. 43(2015), 115-135.

L.G. Wallgren. and J.J. Hanse. The impact of job characteristics and motivators on perceived stress among information technology (IT) consultants. The Ergonomics Open Journal. 3(2010), 25-31.

I.S. Moan. Smoking or not smoking: how well does the theory of planned behavior predict intention and behavior? (2015). Unpublished PhD thesis, University of Oslo, Faculty of Social Sciences.

Y. Chen, and X. Jin. Research on influencing factors of consumer willingness to accept mobile SMS advertising (2010). Proceeding paper of 2010 International Conference on Management of -Commerce and e-Government.

A. Kollmuss, and J. Agyeman. Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research. 8(3) (2002), 239-260.

S. Van’t Erve. Minimizing the young consumers’ attitude-behavior gap in green purchasing (2013). Unpublished master thesis, University of Twente, The Netherlands.

W.C. Lu, C.F. Cheng, and L.H. Chen. Predicting game-attending behavior in amateur athletes: the moderating role of intention stability. Psychological Reports: Employment Psychology & Marketing. 113(2) (2013), 420-434.

M.S. Hagger, N.L. Chatzisarantis, V. Barkoukis, J.C. Wang, V. Hein, M. Pihu, M., I. Soos. and I. Karsai. Cross-cultural generalizability of the theory of planned behavior among young people in a physical activity context. Journal of Sport & Exercise Psychology. 29(1) (2007), 2-20.

E.A. Van Hooft. And M. De Jong. Predicting job seeking for temporary employment using the theory of planned behaviour: the moderating role of individualism and collectivism. Journal of Occupational and Organizational Psychology. 82(2009), 295-316.

W. Hosking, R. Borland, H-H. Yong, G. Fong, M. Zanna, J. Thrasher, W. Lee, B. Sirirassamee. and M. Omar. The effects of smoking norms and attitudes on quitting intentions in Malaysia, Thailand and four Western nations: a cross-cultural comparison. Psychol Health. 24(1) (2009), 95-107.

S.O. Yoon, K. Suk, S.M. Lee. and E.Y. Park. To seek variety or uniformity: the role of culture in consumers’ choice in a group setting. Marketing Letters. 22(1) (2011), 49-64.

A.R. Kamaruddin. And K. Kamaruddin. Malay culture and consumer decision making styles: an investigation on religious and ethnic dimensions. Jurnal Kemanusiaan. 14(2009), 37-50.

G. Foxall, J. Pallister. and & T.V. de Oliveira. Persuading others to volunteer: is attitude change enough? European Advances in Consumer Research. 10(2013), 98-103.

F. Furaiji, M. Latuszynska. and A. Wawrzyniak, A. An empirical study of the factors influencing consumer behavior in the electric appliances market. Contemporary Economics. 6(3) (2012), 76-86.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Revista Publicando.

Licencia de Creative Commons


This Content is available under licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.