Conceptualizing the relation between halal logo, perceived product quality and the role of consumer knowledge

Abstract

Purpose The purpose of this paper is to conceptualize the impact of halal logo as an extrinsic food packaging cue on perceived food quality moderated by the role of consumer knowledge. Design/methodology/approach An exhaustive literature review has been undertaken for the conceptual development. The nexus between halal logo and perceived food quality has been developed which provides a foundation for the further research. Findings The findings of this paper indicate that the halal-labelled products create a psychological impact about the quality of the food product. Practical implications This paper presents a brief overview of the lucrative opportunities in halal business for Pakistan. The findings of this paper can be adopted by the marketers for the development of proper marketing strategies. The empirical investigations of this paper could offer the base to the marketers to invest in favorable product packaging cues. The role halal logo as a food quality indicator has previously been overlooked in the literature. The impact of halal logo on food quality perception is emergent with avenues for study across various cultures and religions. Originality/value This is a useful paper which proposes a useful testable model for study in Pakistani consumer market to fill the gaps of Islamic consumer behavior literature.