Global awareness of halal product is rising. Indonesia is a huge market for halal product, and has just legalized regulation on
halal product guarantee. The recent dynamics urge the importance of knowledge of consumer’s behavior on halal product. This
study attempted to describe consumer’s behavior, especially on the consumption of chicken-based food that is very popular in
Indonesia. The case study was done in Yogyakarta and its surrounding. The findings suggest that consumers considered the halal
of food, although they put it second after the food taste. The consumer’s knowledge about halal seemed differ among
consumer’s groups, but they agreed on perception that religion as well as nutrition were factors influencing their decision to
consume halal food.