In the context of Malaysia, the halal consumption among Muslim consumers may as well be influenced by the current
challenges faced by them in the multicultural society.
The availability and accessibility of alcohol and the gambling industry, capitalism and socialism monetary system and
globalization were identified as challenges of Muslims in consuming halal food. The availability and accessibility of
non-halal food and drinks at some urban areas in Malaysia could be one of the reasons for non-halal consumption among
Muslims.
This indeed reflected the perceived behavioral control factor, as described earlier in this section.