Affiliation:
1. Doctoral of Management, Pelita Harapan University Karawaci, Tangerang, Indonesia
Abstract
The aim of this research was to identify and investigate the awareness of non moslem consumers as respondents in Indonesia to buy halal-labeled food products. Research on consumer awareness of intention to purchase halal-labeled food products is still inadequate in Indonesia. This research uses a qualitative method that is an explorative case study. Primary data collection uses a semi-structured interview with 10 (ten) of non-Muslim consumers in Indoenesia who have been determined using purposive sampling method. The results of this research show that majority of respondents have a positive awareness of halal labeled foods, including their benefits and food processing production process. This study can be concluded that the majority of non-Muslim consumer respondents already have good knowledge, understanding and perception of halal food packaging that is safe, hygienic, clean, is produced in a clean and guaranteed quality. Most non-Muslim consumer respondents also have a high interest in buying and consuming packaged food products labeled as halal.
Publisher
Science Research Publication
Cited by
4 articles.
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