The role of packaging and labelling in determining 'halalness': an exploratory study of Muslims in two countries
by Ghazala Khan; Faiza Khan
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 2, No. 2, 2017

Abstract: This study investigates the role of packaging and labelling in the absence of the 'halal' logo on the decision-making of Muslims in two countries for packaged food items. Data was collected via semi-structured interviews in one Muslim majority and one non-Muslim country, i.e., Malaysia and the UK respectively. A total of 16 adults participated in the study with an equal representation of the sample from both countries. Findings indicate that in the absence of the 'halal' logo Muslims from both countries relied heavily on product labels to determine whether a product was safe for consumption. Participants expressed a high degree of confidence in the 'V' or 'suitable for vegetarians' sign and accepted such labels as alternatives to the 'halal' logo. Additionally, the use of Arabic letters was found to be associated with Islamic products and offered comfort to the Muslims in the UK but not in Malaysia. Finally, product labels also served as warnings of non-halal contents. Limitations of the study and directions for future research are also included.

Online publication date: Thu, 29-Jun-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Islamic Marketing and Branding (IJIMB):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com