Logistical indicators for enhancement of halal sustainability Online publication date: Tue, 23-Oct-2018
by Emy Ezura A-Jalil
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 3, No. 3, 2018
Abstract: Halal awareness is becoming increasingly important to Muslim communities around the world, as Muslims form the majority of consumers of halal related products and services. However, due to the stringent protocols and modules to be followed by halal food producers about cleanliness and hygiene, halal food products are increasingly gaining acceptance by non-Muslims alike. Stringent protocols and modules are applied throughout the halal food supply chain, from sourcing to production and distribution. When the manufacturer puts a halal logo on a product, it is a validation of a product's halal compliance. This study looks at the traceability and accessibility of halal product information, both of which are significant in achieving halal sustainability. Data for the study was collected via a questionnaire targeted to Muslim and non-Muslim consumers of halal food products. Correlation and regression analyses were used in this study to address the existence of a relationship between the traceability and accessibility on the enhancement of halal sustainability.
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