Muslim consumers' awareness towards halal supply chain of beef meat products

Abstract

Halal foods have conceptualized a wholesomeness or 'halalan toyyiban', which includes halal food supply chain. The objective of this study is to identify the relationship between knowledge, attitude and practice among Muslim consumers towards halal supply chain of beef meat products. This study used a survey method via constructed questionnaire and interview method by asking questions personally, email or conversation for data collection. A total of 250 respondents were selected by purposive sampling technique. The result show that knowledge, attitude and practice had significant relationship towards Muslim consumers' awareness in halal supply chain of beef meat products. All relevant parties in the halal meat industries must ensure safety, quality and halal supply chain of beef meat product to meet the consumers demand especially for Muslim. To create awareness among Muslim consumers, they have to deal with the threat of halal food frauds as there are irresponsibility of food manufacturers who use non-permitted or disallowed ingredients in food products, fake halal logos, physical contamination between halal food and non-halal food and also non-halal logistics services that do not adhere to Syariah laws.