Halal Foods Purchase Intension among Indonesian Non-Muslim Consumers: An Exploratory Case Study Approach

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.