Purpose With a fast-growing Muslim population and consumer income, the demand for halal products by Chinese Muslims has expanded strongly. However, literature addressing Chinese Muslims’ consumption is limited, and their demand for halal products is little understood. This study aims to investigate what affects Chinese Muslims’ demand for halal products, with a focus on halal personal care products. Design/methodology/approach A survey of 500 respondents was conducted to collect cross-sectional data in northwest China. Data were processed and analysed with a logit model. Findings Apart from faithfulness, reliability of recommendations, product price, product availability and halal authenticity are most important determinants influencing the purchase of halal products by Chinese Muslims. Research limitations/implications In this study, the focus is only on Muslims from China’s Northwest. Due to various constraints, the cluster and convenience sampling methods are used. Practical implications The findings are invaluable for governments and industry bodies to form policies to better meet the burgeoning demand for halal products by Chinese Muslims. They are also very invaluable for producers and exporters who intend to penetrate the halal market in non-Muslim-dominant countries like China. Originality/value Studies on understanding the needs of Muslims in non-Muslim countries are limited. Given the sheer size of the Muslim population in China, understanding their demand for halal products and influential determinants concerning such demand adds to the literature and helps the industry to better serve and capitalise on the growing market.

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