Non-Muslims’ acceptance of imported products with halal logo

Abstract

Purpose This study aims to examine whether citizens of non-Muslim countries accept products with a “halal” logo. In the era of globalization, one of the most crucial issues for Muslim travelers is reliable halal foods when visiting non-Muslim countries. If people in non-Muslim countries accept imported products containing halal certification logos, and such products are readily available in shops, this issue could be substantially improved. Design/methodology/approach Malaysia and Japan were selected as Muslim and non-Muslim countries, respectively, to conduct a choice experiment (CE) for 656 non-Muslim subjects, and estimated willingness to pay (WTP) for mineral water with and without the halal logo. A random parameter logit model was used for estimation. Findings The difference between the WTP for mineral water with and without the halal logo was ¥5; however, the associated coefficient is not statistically significant. This implies that the halal logo has no impact on non-Muslim subjects’ purchasing behavior. From this, we can infer that the halal products with certification logo would be accepted in Japanese shops, which may foster foreign Muslim visits. Research limitations/implications As the results are based on a couple of countries (Malaysia and Japan) and only one product (mineral water), further investigation using other products in different countries would be necessary. However, as suggested in the main text, the results enjoy a degree of generalizability. Originality/value The results of this study support the possibility of circulating halal products in non-Muslim countries and thus promoting Muslim travel abroad. No such study has examined this issue using CE.

Do different Halal certificates have different impacts on Muslims?

“…This result was consistent with existing studies. For example, Kawata, Htay, and Syed (2018) examine the non-Muslim acceptance of halal foods (mineral water) and their results demonstrated that non-Muslims show positive additional WTP for the halal logo. One of the possible reasons that citizens, in general, show additional WTP for the halal logo was that non-Muslims regard the halal logo as equivalents of other similar certificates such as HACCP.…”

“…The same and/or similar halal products have a different value if non-Muslims are involved. Not a few studies examine if or not non-Muslim consumers accept halal products (Mathew, Abdullah, and Ismail, 2014;Wibowo and Ahmad, 2016;Kawata, Htay, and Syed, 2018); some existing studies check if Muslims accept halal packaged products prepared by non-Muslims (Yunus et al, 2014;Manan, Ariffin, Maknu, Ibrahim, and Jaafar, 2019); others consider halal tourisms in non-Islamic countries (Battour and Ismail, 2016;Putit, Muda, Mahmood, Ahmad Taufek, and Wahib, 2016;Han, Al-Ansi, Olya, and Kim, 2019). These existing studies imply that the same halal products may have different values because of the involvement of non-Muslims in the process.…”

Halal Tourism: Literature Review and Main Services of Halal Concept Hotels

“…This includes various aspects related to food intake and the normative attire of followers of Islam; various other norms and daily lifestyles are included (Al-Gahhar 2016; Khan & Callanan, 2017;Kawata et al, 2018).…”

“…The halal catering industry is not only an important bearer of halal food culture but also an indispensable economic and cultural unit of the Halal Food Culture Circle, which has the function of embodying and inheriting the characteristics of halal food culture (Battour, M., 2017). Through training, the halal catering industry has ensured that service personnel have a certain understanding of brand allusions, creative ideas, production techniques, raw materials, and the nutritional value of various halal foods (Battour, 2017 (Khan & Callanan, 2017;Kawata et al, 2018). The cooking shapes that will attract attention and the whole process really makes you feel a unique pleasure of halal food culture.…”

Islamic Banking Strategies In Rural Area: Developing Halal Tourism and Enhancing The Local Welfare

“…The emerging of Halal tourism has motivated Indonesia to be one of the biggest player in the industry. Halal tourism is not only popular among Islamic countries or countries with majority of Muslim population, but also in some non-Muslim countries, such as Japan, South Korea and Thailand (See, Kawata et al, 2018;Yousaf and Xiucheng, 2018;Han, et al, 2019;Wannasupchue et al, 2019). It is believed that the industry of Halal tourism has potential economic multiplier effects for the respected country.…”