Muslim's Purchase Intention towards Non-Muslim's Halal Packaged Food Manufacturer

Abstract

Halal industry has received special attention worldwide as one of the most potential businesses to be explored and developed. Demand from approximately 1.6 billion Muslims throughout the world has become a crucial door-opener for Halal industry. One of the highly growth markets at present is the Halal packaged food industry. Even though several studies have focused on the purchase of Halal products produced by Non-Muslim manufacturer, however their results are still inconclusive. Thus, this study aims to investigate the determinant factors that consumers may consider in buying Halal packaged food produced by Non-Muslim manufacturers. Halal awareness, Islamic brand and product ingredients are used as the pre-determined factors in measuring consumer's purchase intention. A total of 150 set of questionnaires were distributed randomly in Klang Valley. The hypotheses which were tested using Pearson Correlation have revealed that Halal awareness and product ingredients have significantly influenced Muslim's intention to buy Halal packaged food that are produced by Non-Muslim manufacturers. It is expected that the findings of this study will assist the Non-Muslim's Halal certified manufacturers to develop the best strategy in winning the heart of Muslim consumers.

Full text

Procedia - Social and Behavioral Sciences 130 ( 2014 ) 145 – 154
Available online at www.sciencedirect.com
1877-0428 © 2014 The Authors. Published by Elsevier Ltd.
Selection and peer-review under responsibility of the Organizing Committee of INCOMaR 2013.
doi: 10.1016/j.sbspro.2014.04.018
ScienceDirect
aCorresponding Author . Tel : +603 3258 4476, fax: +603 3258 5000
E-mail adress: norsara2711@salam.uitm.edu.my
INCOMaR 2013
Muslim’s Purchase Intention towards Non-Muslim’s
Halal Packaged Food Manufacturer
Nor Sara Nadia Muhamad Yunusa,*, Wan Edura Wan Rashid b,
Norafifa Mohd Ariffina, Norhidayah Mohd Rashida
aFaculty of Business Management, Universiti Teknologi MARA, Bandar Puncak Alam, 42300, Selangor, Malaysia
bInstitute of Business Excellence, Universiti Teknologi MARA, Shah Alam, 40450, Selangor, Malaysia
Abstract
Halal industry has received special attention worldwide as one of the most potential businesses to be explored and developed.
Demand from approximately 1.6 billion Muslims throughout the world has become a crucial door-opener for Halal industry. One
of the highly growth marketsat present is the Halal packaged food industry. Even though several studies have focused on the
purchase of Halal productsproduced by Non-Muslim manufacturer, however their results are still inconclusive. Thus, this study
aims to investigate the determinant factors that consumers may consider in buying Halal packaged food produced by Non-
Muslim manufacturers. Halal awareness, Islamic brand and product ingredients are used as the pre-determined factorsin
measuring consumer’s purchase intention. A total of 150 set of questionnaires were distributed randomly in Klang Valley.The
hypotheses which were tested using Pearson Correlation have revealed that Halal awareness and product ingredientshave
significantly influenced Muslim’s intention to buy Halal packaged food that are producedby Non-Muslim manufacturers. It is
expected that the findings of this study will assist the Non-Muslim’s Halal certified manufacturers to develop the best strategy in
winning the heart of Muslim consumers.
Keywords: Halal packaged food; purchase intentions; Halal awareness; Islamic brand; product ingredient.
1. Introduction
According to an Islamic thought, the word Halal in Arabic language refers to “permissible” or “lawful” which
becomesan important concern and obligation to all Muslims in the world. Apart from that, Halal is no longer an
issue that circlessolely among Muslims. Besides Muslim food manufacturers, a Non-Muslim food manufacturer has
Open access under CC BY-NC-ND license.

146 Nor Sara Nadia Muhamad Yunus et al. / Procedia - Social and Behavioral Sciences 130 ( 2014 ) 145 – 154
also shown a positive interest to participate in addressing Islamic dietary, lifestyle and consumption requirements
(Alserhan, 2010). Undoubtedly, this phenomenon is shown in Malaysia. The reason for this trend is that the Halal
market derives attention not only from Muslims but also from Non-Muslims who are motivated by the simplicity,
purity and humanity of Halal product itself (Alserhan, 2010). With an estimated market value of US$2.31 trillion
annually, Halal has become a new global market force. This positive signal has provided businesses with a great
opportunity in profit-making business by fulfilling demand from Muslimsas well as Non-Muslim consumers.
The rapid growth of Halal market is not just confined in the aspect of meat.It covers all sides of food business
including packaged food industry. According to the Food Act of Malaysia 1983, “packaged food” refers to “which
food is wholly or partly cased, covered, enclosed, contained, placed or otherwise packaged in any way whatsoever
and includes any basket, pail, tray or receptacle of any kind whether opened or closed. In the aspect of consumption,
most of Muslim definitely requires an assurance that the food that they consume is truly Halal”. The simplest way
for Muslim consumers is by purchasing packaged food products with ‘Halal’certification and logo (Shafie &
Othman, 2006). Thus, trust and confidence in Halal logo that was issued by respective body such as Jabatan
Kemajuan Islam Malaysia (JAKIM), enables packaged food buyersto compensate for the least amount of
knowledge and information they have especially in term of product resources and the overall production process
(Andersen, 1994).
Unfortunately,the scenario has turned the other way round whereby there are Muslim consumerswho still refuse
to buy Non-MuslimsHalal certified packaged food. Therefore,other factors such as Halal awareness, Islamic
oriented brand and product ingredients must be analyzed as the initial stepsto increase Muslims’trust and
confidence towardsconsuming Non-Muslim’s Halal packaged food that are certified by JAKIM. In terms of trust
and confidence, it is quite difficult to come out with a single definition these terms. The core characteristics of Halal
food are associated with the trust and confidence in knowledge and information on how the product is being
manufactured (Morrow, Hansen & Pearson, 2004).
Despite the attractiveness of Halal market segments and its potential growth, research in Halal food consumption
on Muslims market segment has been largely ignored (Bonne & Verbeke, 2008). In fact, not much effort have been
put in order to understand Muslim’s buying behavior towards Halal product that are produced by Non-Muslim
manufacturers. In addition to the existing problem, there has been less number of research that focuses on the
investigation of the relationship between consumer Halal awareness, Islamic brand oriented, product ingredients and
Non-Muslim purchase intention of packaged food products. In view of the above discussion, this research is
conducted with two main objectives. Firstly, is to identify the perception of Muslims consumer towardsNon-
MuslimsHalal packaged food products. Secondly, is to examine the relationship of each determinant factor towards
Non-MuslimsHalal packaged food products. Thus, this study indirectly answered questions about why Muslims
intentionally or unintentionally buy Halal packaged food produced by Non-Muslim manufacturers.
2. Literature review
2.1 Purchase intentions
Intention is a state of a person’s willingness to perform the behavior, and it is considered as an immediate
antecedent of behavior (Ajzen, 1985). Based on the Theory of Planned Behavior (Ajzen, 1991), TPB deals with the
antecedents of attitudes, subjective norms and perceived behavioral control. These elements are used in an attempt
to understand people’s intention to involve directly or indirectly in a number of activities such as willingness to vote
and giving (Hrubes, Ajzen & Daigle, 2001). In a direct measurement of these determinants, attitude refersto an
evaluative judgement about the advantages and disadvantages of performing a behavior, while subjective norms
refer to a person's perception of social pressure to perform the behavior and a perceived behavioral control refers to
an individual’s perceived confidence in the capability of performing the behavior (Fishbein & Ajzen, 2005).
In measuring the intention to purchase among consumers, TPB theory has been widely used from the day it was
developed until today. In a deeper application and usage, TPB theory has also been used by various researchers in
measuring people’s intention to purchase, consume and accept Halal food products (Nazahah & Sutina, 2012, Syed
&Nazura, 2011). By using the Theory of Planned Behavior as a foundation, several researchers agreed that the

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intention to purchase indicates an individual human belief to buy Halal food product. For instance, a Muslim
consumer has an intention to buy Halal food product which presented at the point of purchase displays (Azis & Vui,
2012, Grewal, Dhruv, Monroe, Kent & Krishnan,1998, Jin & Suh, 2005). This direct measure provides a guideline
to predict human social behavior”. In addition, another researcher also concludes that “conceptualizations of TPB
presented by Ajzen imply a causal relationship between these four variables, namely: beliefs, attitudes, intentions
and behavior”.
2.2 Halal awareness
Awareness on buying and consuming Halal product is essential for Muslims in Malaysia. This is because the
Halal products ranging from various local and imported foods are produced, manufactured and handled by numbers
of ethnic groups. Normally, Muslims in Malaysia make their food choices based on Halal logo and certification by
JAKIM. According to the report published by Halal Development Corporation (2011), there are about 116, 028
products that have obtained Halal certification from JAKIM. This sign drives a basic assumption that Muslims are
more aware the importance of Halal food which indirectly leads to the expansion of the global Halal food industry
(Che Man & Sazili,2010).
This considered global wave proves that Muslims consumers are becoming more conscious to take this issue into
consideration more seriously. Due to that, it is important for Muslims to have an understanding and knowledge on
what Halal is all about in measuring Halal awareness. Their concern especially on the aspect of food consumption is
also a vital factor in avoiding doubtful and uncertain food products (CAP, 2006). This will help Muslim consumers
to have a clearer picture that will assist them to make a purchase-decision which is supposed to be aligned with their
preferences and faith. Based on the previous study, researchers have also found that a multiracial Muslim in
Malaysia is aware of Halal food (Golnaz, Zainal, Mad-Nasir & Eddie-Chew,2009). Therefore the measurements
used by (Golnaz, Zainal, Mad-Nasir & Eddie-Chew, 2009) study is applied in measuring Muslims’awareness.
2.3 Islamic brand
Issues on Halal branding is becoming a trending topic to be discussed. According to Kotler & Amstrong (2004)
brand represents the consumers’ perception and feelingstowards product and everything about the product or
service that could mean to the consumer. They also emphasized that brand is not just a name and symbol, it is more
thanthat. Logically, each brand name holds thousands of meanings which are physically and emotionally associated
with the product that consumers buy. Thus, it shows that brand has a strong vibe to be used as to differentiate
product and that communicates with the consumer (Sungkar, 2007). Aligned with the study, it is found that the
product brand also has a positive influence on consumers’ confidence in buying and consuming Halal labeled food
because it indicatesthe “Halalness” of the food products (Golnaz, Zainal, &Mad-Nasir, 2012).
In terms of familiarity, it has revealed that unwell-known brand reduces buyers’ confidence even though the
product is certified as Halal by the local religious authority body. Thus the familiarity of the brand determinesthe
product potential in Halal market (Wilson & Liu, 2011). It is believed that this scenario happens due to the reasons
that most Muslims nowadays are very careful about what, when, where, how, from whom and how much to
consume.
In conjunction to the above situations, an increaseddemand of Halal food and the intensity of competition in
venturing a new force of Halal market have led to the emergence of Islamic branding. This concern has also led to
the categorization of Islamic brand in more detailed and specific. Past researchers (Alserhan, 2010) described
brands are Islamic when (1) True Islamic Brands;Halal, produced in Islamic country and targeted to Muslims, (2)
Traditional Islamic Brands; assumed to be Halal, originated from Islamic countries and targeted to Muslims, (3)
Inbound Islamic Brands ;Halal, originate from Islamic countries and not necessarily targeted to Muslims, (4)
outbound Islamic Brands;Halal, originate from non-Islamic countries and not necessarily targeted to Muslims. The
results of this categorization indicate different attitudes, subjective norms, intention and purchase behavior
(Alserhan, 2010). Therefore, aligned with the objectives of the study, Halal packaged food that produced by Non-

148 Nor Sara Nadia Muhamad Yunus et al. / Procedia - Social and Behavioral Sciences 130 ( 2014 ) 145 – 154
Muslim manufacturers in Malaysia can be considered as Inbound Islamic Brand since Malaysia is considered as an
Islamic country (Halim & Salleh, 2012).
2.4 Product ingredients
In general, consumers’purchase intentions towards food are highly associated with individual and environmental
factors such as marketing information, situation and food specific properties which include product ingredients
(Golnaz, Zainal, & Mad-Nasir, 2012). This is because the roles of information, knowledge and Shariyah are very
important for Muslims in making their food choice. In Islamic perspective, product ingredients may cover a few
issues that need to be taken into consideration. It includes issues of the consumer’s familiarity on the ingredients and
quality as well as safety of the food contents. That is why knowledge of product ingredients is important since the
possibility to be accepted or rejected during buying decision process is there.
From the aspect of familiarity on the product ingredients, it has a potential to influence Muslims judgment on its
“Halalness”. Most of the consumers are very serious in knowing what they are consuming and this information is
commonly gathered through food labeling (Wandel, 1997). A part from that, adequate knowledge towardsproduct
ingredients describes how people react in their purchase behavior. This is due to the fat that different manufacturer
uses a different name where the terminology in describing chemical and non-chemical additives input might be
difficult to understand (Davies & Wright, 1994). Thus, those unfamiliar ingredients tend to be perceived as
suspicious in term of its “Halalness”. In Islamic thought, Halal food must not contain any parts of an animal that is
not Halal to be eaten or used by the Muslims. However it there are also certain criteria to be considered such as
Halal food also coversthe aspect of safety and quality which are strongly associated with the handling, processing
equipments, processing aids, packaging, storage, transportation, distribution and retailing (Ardayanti, Nashril &
Helmi, 2013).
3. Proposed theoretical framework
In order to conduct this study, Halal awareness, brand orientation and product ingredients served as three main
independent variables as an input in determining its influence towards dependent variable. On the other hand,
purchase intention labeled as the dependant variable since most of the discussions in literature review show that
those listed independent variables have been widely used as a pre-assumptions to prove its relationship.Therefore,
this study proposes the following framework which illustrated in Figure 1.
Fig. 1. Proposed Theoretical framework.
Based on the framework above, several hypotheses are tested as follow:
H1: There is a significant relationship between Halal awareness and Muslim’s intention to purchase a Non-
Muslim’s Halal packaged food.
.
H2: There is a significant relationship between Islamic brand and Muslim’s intention to purchase a Non-
Muslim’s Halal packaged food.
H3: There is a significant relationship between product ingredients and Muslim’s intention to purchase a
Independent Variables Dependent Variable
Halal Awareness
Islamic Brand
Product Ingredient
Purchase Intention

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Non-Muslim’s Halal packaged food.
4. Methodology
4.1 Research design
Correlation study is undertaken by the researchers in order to facilitate the decision to test variables that have
been used as the predictors of the criterion. This study has been conducted to determine factors, other than Halal
label that might influence Muslim’s purchase intentions toward Non-Muslim’s Halal packaged food manufacturer.
The data has also been analyzed by using the descriptive analysis.
4.2 Sampling
Using convenient sampling, 150 Muslim respondents were chosen from different locations in Klang Valley area.
They were selected in order to determine the factors that might influence Muslim’s purchase intention towards Non-
Muslim’s Halal packaged food manufacturer. Convenience sampling was chosen based on the easy-access issue for
researcher in gaining information from the target respondents. This method is also inexpensive and required
minimum time compared to the other techniques.
4.3 Data collection method
Survey questionnaire has been used as an instrument for the data collection in the present study. During the
survey, each respondent was shown arandom sample of Halal packed food product produced by Non-Muslim
manufacturer. This technique has helped the researchers to enhance respondents’ understanding towards the topic
and at the same time increasedthe accuracy of their answers.
4.4 Instrument
In conducting this study, a fully structured questionnaire was used as an instrument in order to gather
information from the respondents. It consists of the closed-ended multiple choice questions and Likert-scale
questions which enable respondents to express their level of agreement and select the best answer that suits them
best. The Likert-scale questions for this study are using five points of responses. According to Gwinner (2006), a
forum has been conducted to understand market researchers’ preferences of using between five (5) point and six (6)
point Likert scales. Collective agreement from this forum stated that five (5) point scale is the most appropriate
when conducting a survey. Due to that, researcher has decided to follow five (5) point scale in this study.
The researcher’s set of questionnaire is divided into five major sections including Section C which represents
respondent’s demographic information. The sections and variables used in this study are adapted and developed
from the following sources:
Table 1. Source of instrument.
Variable No. of Item Source
Sec A 1: Halal awareness
Sec A2 : Islamic brand
Sec A3 : Product ingredients
Sec B : Purchase intention
5
6
5
3
Golnaz, Zainal, Mad-Nasir & Eddie-Chew, 2009
Golnaz, Zainal, & Mad-Nasir, 2012,Wilson & Liu, 2011
Ardayanti, Nashril & Helmi, 2013, Wandell, 1997, Davies & Wright, 1994
Azis & Vui, 2012, Grewal, Dhruv, Monroe, Kent & Krishnan, 1998, Jin & Suh, 2005
4.5 Data analysis
The data collection for this study was analysed by using Package for Social Science (SPSS) version 20.0 where
the descriptive analysis was used to produce frequency analysis for respondents’ demographic profile. Meanwhile,
the researcher used correlational analysis to analyse the relationship between the three main independent variables,

150 Nor Sara Nadia Muhamad Yunus et al. / Procedia - Social and Behavioral Sciences 130 ( 2014 ) 145 – 154
Halal awareness; Islamic brand,Product ingredients, and Muslim’s intention to purchase a Non-Muslim’s Halal
packaged food.
4.6 Reliability analysis
In this study, Alpha coefficients were calculated in order to test three main independent variables of Halal
awareness; Islamic brand; Product ingredients, and Muslim’s intention to purchase a Non-Muslim’s Halal packaged
food. The Cronbach’s Alpha rating are illustrated in Table 2 below.
Table 2. Reliability analysis.
Variable No. of Item Alpha
Halal awareness
Islamic bran d
Product ingredients
Purchase intention
5
6
5
3
0.802
0.652
0.689
0.661
The above table indicates the result of the reliability test for variables in order to determine the reliability of the
data. According to Heir (2007), the test of the alpha coefficient shows that all of the variables are between moderate
and good. The highest Alpha coefficient score is Halal awareness with 0.802 which indirectly represents the most
reliable part of the questionnaire.
5. Finding and Discussion
5.1 Profile of respondents
The demographic background for the total number of 100 respondents is presented in Table 3 below. A total of
150 questionnaireswere distributed to the potential Muslim respondents around Klang Valley. From the total
number of questionnairesthat have been distributed, 115 sets of questionnaires were returned. However, 15 sets of
questionnaires were discarded due to incomplete information.
The analysis of the respondents background covered gender, age, marital status, level of education, occupation
and respondents’average monthly income. The result shows that the majority of the respondents are female (61%)
and male (49%). Age distribution is quite balancedwith the majority of the respondents came from the range 31-40
years old (32%), followed by respondents rangedaround 21-30 years old (30%) and (19%) from 41-50 years old.
Researcher believed that these three groupsof respondents contributedto the findingsof this research. Most of the
respondents are married (67%). Respondents with tertiary education (52%) dominatedthis survey comparedto
primary (12%) and secondary (23%) certificate holders. Majority of the respondents came from non-professional
working group (36%) followed by working as professional (26%) and the rest were students (16%), self employed
(15%) and unemployed (7%).
Table 3. Profile of respondents.
Characteristic Percentage % Characteristic Percentage %
Gender
Male
Female
Age
Below 20
21 –30
31 –40
41 –50
51 –60
61 and above
39
61
7
30
32
19
8
4
Level of Education
Primary School
Secondary School
Diploma
Bachelor Degree
Master Degree
Occupation
Professional
Non-Professional
Student
12
23
12
33
10
26
36
16

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Marital Status
Single
Married
33
67
Self-employed
Unemployed
15
7
(n=100)
5.2 Halal awareness
Table 4 presents the mean score of each dimension for Halal awareness. Majority of the respondents agreed (m
= 4.69) with the satatement Halal principle is concerned for hygiene and food safety. Following by knowing how
Halal food is being processed is very imprtant (m = 4.50). Most of the respondents also aware on the “Halalness” of
Halal packaged food products (m = 4.49) due to the religious obligation (m = 4.45). Only a few respondents
concern the Halal packaged food products being manufactured internationally (m = 4.44).
Table 4.Halal awareness.
Statement Mean Std. Deviation
Aware of "Halalness" of Halal
Aware on Halal due to the religious obligation
Hygiene and food safety
Knowing Halal packaged food product being process is very important
Concern of international Halal packaged food product
4.49
4.45
4.69
4.50
4.44
0.559
0.592
0.465
0.689
0.686
5.3 Islamic brand
Table 5.0 below illustratesthe mean score for Islamic Brand dimension. Majority of the respondents agreed that
Islamic brand influence their confidence (m = 4.08) and how Islamic element of the brand is physically and
emotionally associated to them (m = 3.91) in buying and consuming Halal food packaged product. Respondents
also agreed that brand becomesa vital element (m=3.73) and purchase Halal packaged food product based on the
brand (m=3.71). A few of the respondents agreed to purchase Halal packaged food product eventhough they are not
familiar with the brand (m = 3.27) because Islamic brandsare sufficiently enough for them to indicate the
“Halalness” of the product (m = 3.14).
Table 5. Islamic brand.
Statement Mean Std. Deviation
Brand is vital element
Purchase Halal packaged food product based on the brand
Purchase Halal packaged food product eventhough not familiar with the brand
Islamic element physically and emotionally associated to customer
Islamic brand influence confidence in buying and consuming Halal packaged food product
Islamic brand sufficiently enough to indicate the "Halalness" of the Halal packaged food product
3.73
3.71
3.27
3.91
4.08
3.14
1.014
1.038
1.043
0.854
1.012
1.073
5.4Product ingredients
Majority of the respondents agreed that information about the product ingredients on the label of packaged food
is very important to them (m = 4.42). However, a complex terminology used in describing product ingredients make
them difficult to understand (m = 4.40) and will create the suspicioun in term of “Halalness” because of the

152 Nor Sara Nadia Muhamad Yunus et al. / Procedia - Social and Behavioral Sciences 130 ( 2014 ) 145 – 154
unfamiliar ingredients (m = 4.40). A few of the respondents agreed that the product ingredients will influence
purchase intention (m = 4.23) and reflect the safety and quality (m = 4.24) of the Halal packaged food product.
Table 6. Product ingredients.
Statement Mean Std. Deviation
Familiarities of product ingredients influence purchase intention
Information about product ingredients is very important
A complex terminology used in describing product ingredients is difficult to understand
Unfamiliar ingredients create suspicious in term of "Halalness"
Product ingredients reflect the safety and quality of Halal packaged food product
4.23
4.42
4.40
4.40
4.24
0.664
0.794
0.682
0.725
0.793
5.5 Purchase intention
Table 7 indicates that majority of the respondents agreed with that the probability to consider to buy Halal
package food product is high (m = 4.05).Meanwhile, a few of respondents agreed to consider (m = 3.60) and intend
(m = 3.08) to buy Halal packaged food product produced by Non-Muslim manufacturer.
Table 7. Purchase intention.
Statement Mean Std. Deviation
Intend to buy Halal packaged food product from Non-Muslim manufacturer
Probability to consider to buy Halal packaged food product is high
Consider to buy Halal packaged food product produced by Non-Muslim manufacturer
3.08
4.05
3.60
1.125
0.770
0.804
5.6 Correlation analysis
Table 8 indicates that there are moderate and significant relationship between Halal awareness and purchase
intention variable (r = 0.312, p < 0.01). These results lead to the statement of alternative hypothesis where H1 is
accepted at the 99% confidence level that indicated the relationship between Halal awareness and Muslim’s
intention to purchase Halal packaged food product produced by Non-Muslim’s manufacturers.
Weak relationship is noticed between product ingredients and puchase intention variables (r = 0.249). These two
variables were significant correlated with (p < 0.05). These results lead to the statement of alternative hypothesis
where H3 is accepted at the 95% confidence level that indicated the relation product ingredients and Muslim’s
intention to purchase Halal packaged food product produced by Non-Muslim’s manufacturer.
Table 8. Correlation coefficient matrix.
HA IB PIng PInt
Halal awareness
Islamic bran d .032
Product ingredients .429** .064
Purchase intention .312** .092 .249*
**. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).
6. Conclusion and Recommendations
The main objective of this study is to investigate how the Halal awareness, Islamic brand orientation and product
ingredient could facilitate in predicting the purchase-intention among Muslim consumers in Malaysia towards Halal

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packaged food produced by Non-Muslim manufacturers0"Descriptively, majority of the respondents highly agreed
with the statement on Halal awareness and product ingredient as shown in Table 9.0. Other than that, another two
variables; Islamic brand and purchase intention show a moderate agreeableness towards the statements. The
hypothesis testing between Halal awareness and purchase intention, Islamic brand and purchase intention, product
ingredient and purchase intention were summarized as in Table 10.0. The findings therefore show a support for a
positive relationship between H1 and H3. The positive relationship between Halal awareness and purchase intention
is consistent with the study conducted by Aziz & Vui (2012). On the other hand, a significant relationship that exists
between product ingredient and purchase intention is also consistent with Abdul Latif, Mohamed, Rezai &
Kamaruzzaman (2013). However, the same table shows that Islamic brand has no significant relationship with
purchase intention since its estimated p-value is > 0.05. Due to that, H2 therefore is not supported and inconsistent
with Aziz & Vui’s (2012) study."
In determining consumers’ intention to buy a Non-Muslim’s Halal packaged food, descriptive statistics has
clearly indicatedthat people in Klang Valley area have a positive intention to buy those product. Therefore,it
indirectly shows a good sign of opportunity for Non-Muslim Halal packaged food manufacturers to continue serving
and expanding a Muslim market thus encourage a healthy competition in realizing the government’s intention to
establish Malaysia as a world Halal hub centre. This study also providesa good determinant factors to Non-Muslim
Halal packaged food manufacturersin persuading Muslim’s to buy Halal packaged food. It is clear that a high
awareness on Halal issue and product ingredients will significantly influence them to buy those Halal packaged
food. This is because the statistical result shows that familiarities of product ingredients influence Muslim’s
purchase-intention and it has high reflections on the product safety and the overall product quality. Thus, Non-
Muslim Halal packaged food manufacturers are urged to pay attention on this issue. As an overall implication, this
study will provide a valuable and important information for Non-Muslim Halal packaged food manufacturer in
identifying the appropriate strategy in order to fulfil the needs and wants of Muslim consumers at best. It will also
facilitate the manufacturers to identify areas of improvement as expected by the Muslim consumers thus enhance
Non-Muslim manufacturer’s capabilities in serving their customers well now and the future.
Table 9. Summary of descriptive statistic.
Variables Total Mean Std. Deviation
Halal awareness 4.5149 0.45149
Islamic brand 3.6400 0.60891
Product ingredient 4.3380 0.48965
Purchase intention 3.5767 0.70568
Table 10.Summary of hypothesis testing.
Acknowledgement
The authors gratefully acknowledge contribution by the Dean of Faculty Business Management, Universiti
Teknologi MARA, Malaysia and their colleagues for the support and guidance which have significantly contributed
to the quality of this study.
Hypothesis Value of Sig. p-value Result
H1: Halal awareness ÆPurchase intention 0.002 < 0.01 Supported
H2: Islamic brand ÆPurchase intention 0.361 < 0.05 Not supported
H3: Product ingredient ÆPurchase intention 0.013 < 0.05 Supported

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