Halal concept commonly concerns the Muslim consumers. However, with the raising concern on health, a halal food
business today has huge potential in capturing non-Muslim as target market. The halal concept on food today is
beyond the understanding of religious values alone. It represents hygiene, cleanliness and the quality of the food
consumed. The result of the study may provide an insight to halal food producers to look into the non-Muslim
consumers as one of their target market in halal food industry. The findings may also provide better understanding on
factors influencing the market acceptance on the concept