Title: The role of packaging and labelling in determining 'halalness': an exploratory study of Muslims in two countries

Authors: Ghazala Khan; Faiza Khan

Addresses: Monash University Malaysia, Jalan Lagoon Selatan, Bandar Sunway, 47500 Subang Jaya, Selangor, Malaysia ' University College Birmingham, Summer Row, Birmingham B3 1JB, UK

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.

Keywords: packaging; labelling; Muslims; Malaysia; UK.

DOI: 10.1504/IJIMB.2017.084807

International Journal of Islamic Marketing and Branding, 2017 Vol.2 No.2, pp.85 - 99

Received: 23 Jul 2016
Accepted: 30 Dec 2016
Published online: 29 Jun 2017 *

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