The effectiveness of the JAKIM halal logo on Malaysia consumers' confidence in manufacturing food
The introduction of halal logo by the Malaysian Department of Islamic Development (JAKIM) has triggered a greater awareness among the Muslim communities about the importance of consuming products or engaging in services that follow Islamic guidelines and principles. In March 2006, the Prime Minis...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
2010
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/17129/1/The%20effectiveness%20of%20the%20JAKIM%20halal%20logo%20on%20Malaysia%20consumers.pdf |
| Summary: | The introduction of halal logo by the Malaysian Department of Islamic Development
(JAKIM) has triggered a greater awareness among the Muslim communities about the
importance of consuming products or engaging in services that follow Islamic guidelines and
principles. In March 2006, the Prime Minister of Malaysia Datuk Seri Abdullah Ahmad
Badawi announced that all state governments had been directed to use the standard halal logo
issued by JAKIM, thus making the logo the national halal logo of Malaysia. Unfortunately
there is a lack of enforcement in monitoring the usage of certified halal logo causing the
public to question the validity of some of the products that are claimed to be halal. The
objectives of this study are to gather information on consumers’ perception towards the
JAKIM halal logo and to assess the level of confidence of the halalness of food products
which carry this logo. A sample of 600 Muslim respondents, were interviewed via structured
questionnaires to derive their confidence level and purchasing behavior towards food
products which come with halal logo. Descriptive statistics were used to describe the socioeconomic/
demographic background and the perception of the respondents. Meanwhile the
logit model was used to determine the extent to which selected socio-economic/demographic
characteristics and perception influenced the respondents’ confidence on halal logo. The
results of this study suggest that consumers are very concerned about halal food and halal
logo on food products. Many consumers react more positively to JAKIM halal logo, although
there is still evidence to support that consumers are more careful in evaluating the halalness
of all kinds of food products by referring to the list of ingredients. Nevertheless, most
consumers are able to differentiate between JAKIM halal logo from the other logos,
regardless of the brands on the food products. |
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