Title: Analysing the relationship between misconceptions about halal among non-Muslims and their intention to boycott halal products
Authors: Mastura Ab. Wahab
Addresses: School of Management, Universiti Sains Malaysia (USM), 11800 Minden, Penang, Malaysia
Abstract: Halal is an Islamic concept used to refer to an action or activity that is permissible according to Islamic law (sharia). While the concept of halal has been widely understood, yet, misconceptions about halal still exist, especially among non-Muslims. This study aims firstly to examine these misconceptions regarding the halal concept, and secondly to examine whether or not these misconceptions will lead to their intention to boycott purchasing halal products in the future. Altogether, 201 non-Muslim respondents participated in this study. The result of one-sample t-test showed that there is a considerable strong misconception among the non-Muslims regarding halal concept, while the result of regression analysis showed that only four items on the misconceptions test were found to predict the non-Muslims' intentions to boycott halal purchase significantly. This study has significant implications for halal products to potentially penetrate the non-Muslim markets, even where high misconceptions about halal still exist.
Keywords: halal; misconception; non-Muslims; boycott.
International Journal of Islamic Marketing and Branding, 2019 Vol.4 No.1, pp.1 - 26
Received: 23 Jul 2018
Accepted: 29 Dec 2018
Published online: 30 May 2019 *