Halal in the Quran means lawful or permitted, hence halal food is permissible food that can be
consumed with no doubt. According to Marzuki, Hall and Ballentine (2011), Muslims must adhere to the
halal food standards and abstain from taking the prohibited food (haram). Eliasi and Dwyer (2002)
explained that food is considered halal or haram by looking at the whole food chain. The food is haram if
the source is also haram and has potential harm to the mind, body and soul of a person. There are foods
that fall between the halal and haram, regarded as mashbuh. These foods may contain harmful substances
that are disguised as healthy. Halal food is often associated with healthy food. Understanding the factors influencing market acceptance on halal food is crucial to further describe the reasons behind the
acceptance