The effectiveness of the halal communication on muslim consumers' buying behaviour / Nor Hidayatun Abdul Razak …[et al.]

The effectiveness of any communication can be measured by the response given by the recipients of that
communication which can either be positive or negative, This article will discuss on the effectiveness of the
communication related to halal products in the mass media specifically on whether there was any resulting
changes to the behaviour of the consumers with regards to the purchasing and using of halal products. Based
on previous researches, it is safe to say that the degree of change in attitude in purchasing halal products is
still unsatisfactory even though the level of awareness is high. Thus, this paper attempts to unravel the
contributing factors to this and it is hoped that the discussion can trigger some ideas that the relevant
authorities can use to increase the effectiveness of the halal communication. A positive change in attitude
and behaviour among consumers can help the players in the halal industry especially small-scale producers
in producing more halal products for the local market.