It is commonly understood that halal food is accepted by Muslim consumers. In fact, many studies
have been conducted on halal food consumption among Muslims. Nevertheless, studies on market
acceptance among non-Muslim consumers are limited in number. Information providing insights and
potential of the study among non-Muslim is still scarce. In Malaysia, the non-Muslims constitute 38.7
percent of the population. This relatively high percentage of the non-Muslim consumers could indicate the
opportunity for this market to be tapped as the niche halal market which could then contribute more to the
growth of halal food industry. Muhammad, Norhaziah, Nuradli and Hartini (2007) highlighted that halal
food benefits not only the Muslims but everyone in general. Therefore, this study aimed to determine the
market acceptance level among the non-Muslim consumers. Particularly, the research aimed to look into
the acceptance level and the factors that influence the acceptance. The objective could be met by finding
the answers to these questions;
It is commonly understood that halal food is accepted by Muslim consumers. In fact, many studieshave been conducted on halal food consumption among Muslims. Nevertheless, studies on marketacceptance among non-Muslim consumers are limited in number. Information providing insights andpotential of the study among non-Muslim is still scarce. In Malaysia, the non-Muslims constitute 38.7percent of the population. This relatively high percentage of the non-Muslim consumers could indicate theopportunity for this market to be tapped as the niche halal market which could then contribute more to thegrowth of halal food industry. Muhammad, Norhaziah, Nuradli and Hartini (2007) highlighted that halalfood benefits not only the Muslims but everyone in general. Therefore, this study aimed to determine themarket acceptance level among the non-Muslim consumers. Particularly, the research aimed to look intothe acceptance level and the factors that influence the acceptance. The objective could be met by findingthe answers to these questions;
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