Abstract:
The concept of a halal food supply chain commonly concerns Muslim consumers in Malaysia. However, as a result of the increasing concern on health, the halal food business has huge potential in capturing non-Muslims as a target market. The concept of halal regarding food today is beyond the understanding of religious values. This study aims to highlight the perception of halal food among non-Muslim manufacturers as one of the target markets in the halal food industry. The findings may also provide a better understanding of factors influencing non-Muslims in producing halal food as their preference. Data was collected using a qualitative method through semi-structured interviews among non-Muslim consumers in Klang Valley. Data will be analysed using thematic content analysis for our qualitative research. © 2020 Primrose Hall Publishing Group.
