The awareness of purchasing halal food among non-­muslim consumers / Wan Shahrul Aziah Wan Mahamad

The halal industry is the fastest growing global business (Yusuf & Ab Yajid, 2016) fueled by the growing Muslim population. The growing market for “meat and money” (halal finance) suggests its significance to both Muslims and nonmeat and Islamic Muslims (Wilson & Liu, 2010; Wilson, 2012). The global halal food industry has become a guarantor of quality assurance and a good lifestyle choice for the consumers around the world. The global halal food industry is not only a source of satisfaction for Muslim consumers but also a source of satisfaction for non-Muslim consumers (Ali, 2018). At present, the concern for consuming halal food products or the halal awareness are not just among Muslim consumers, but also the non-Muslims. For non-Muslim consumers, halal food products are considered as one of the hygienic, healthy and quality products (Talib & Ali, 2009).