Acceptance on Halal Food among Non-Muslim Consumers

AbstractHalal concept commonly concerns the Muslim consumers. However, with the raising concern on health, a halal food business today has huge potential in capturing non-Muslim as target market. The halal concept on food today is beyond the understanding of religious values alone. It represents hygiene, cleanliness and the quality of the food consumed. The result of the study may provide an insight to halal food producers to look into the non-Muslim consumers as one of their target market in halal food industry. The findings may also provide better understanding on factors influencing the market acceptance on the concept