Consumer perceptions of unauthorised halal signage: a study of “Muslim-friendly”, “no pork no lard” and “serve no pork” labels in Miri, Sarawak

The use of terms such as “Muslim Friendly”, “No Pork No Lard”, and “Serve No Pork” in food premises is often ambiguous due to the absence of clear definitions or official recognition. These labels are commonly adopted by food entrepreneurs in Malaysia, particularly in regions with diverse cultural backgrounds, such as Sarawak, where they are frequently used as a marketing strategy to attract Muslim customers. Therefore, this study aims to evaluate consumers’ understanding of the halal concept, determine the level of consumer awareness regarding the terms “Muslim Friendly,” “No Pork No Lard,” and “Serve No Pork” used at food premises in Miri, Sarawak, and examine how these terms influence consumers’ purchasing decisions. Data were collected through online questionnaires involving 465 respondents. The responses were analysed using descriptive statistics with SPSS version 27.0 serving as the primary analytical tool. Findings revealed that while consumers possess some general awareness of the halal concept, many remain unclear about the precise meaning of terms such as “Muslim Friendly”, “No Pork No Lard”, and “Serve No Pork”. A significant number of respondents mistakenly assumed that these terms signify full compliance with halal standards, which is not necessarily accurate. This paper highlights the importance of clearer labelling practices and responsible marketing by food operators in marketing their food premises and products. Furthermore, the findings provide valuable insights for policymakers and halal authorities on strengthening guidelines for halal food labelling to protect consumer rights and uphold religious sensitivities.