Non Muslim Customers' Purchase Intention on Halal Food Products in Malaysia
Halal market has been growing tremendously recently. The food products occupies the most share in the Halal market category. The phenomenon could be explained by the increased number of consumer among Halal products. Apart from Muslims, who consumes Halal product due to religious obligations, it is assumed that non Muslims have also started consuming Halal products, especially food items. Halal food products have been perceived as safer, animal friendly and environmental sustainable. Hence, the awareness of Halal principles, Islamic Brand, moral obligation animal welfare and food safety have been studied in this research in order to investigate the influence of Halal food product purchase intention among non Muslim consumer using quantitative research method. Food safety has been identified to be the most significant in predicting the purchase intention of Halal food product. Furthermore, future studies are suggested to include additional variables such as habit and self awareness.