Purpose

Halal products were a norm in the Muslim countries; however, halal food products were not only being consumed by Muslims nowadays. People are concerned about their daily needs, especially their food and spend in this modern society. Customers nowadays are more educated, and all the information can be easily accessed by just a click. Previous literature found that customers are looking for quality products and products that are safer to be consumed.

Design/methodology/approach

The purpose of this study investigates non-Muslim customers’ intention in consuming halal food products in Klang Valley, Malaysia. Using 321 non-Muslim responses from Klang Valley, partial least square regression was used to examine the factors influencing the customer’s purchase intention on halal products.

Findings

The results show that product quality, product price, product availability and product safety significantly influence the purchase intention of urban non-Muslim on halal food products. The result implies that product quality is the most significant factor compared with other variables.

Originality/value

The data and results may contribute to the relevant authority to form a proper plan to improve Malaysia’s halal food items.

中文翻译：

---

非穆斯林马来西亚人对清真产品的购买意向

目的

清真产品在穆斯林国家是一种常态；然而，清真食品现在不仅被穆斯林消费。在这个现代社会，人们关心他们的日常需求，尤其是他们的食物和消费。如今的客户受教育程度更高，只需单击一下即可轻松访问所有信息。以前的文献发现，客户正在寻找优质产品和更安全的产品。

设计/方法/方法

本研究的目的是调查非穆斯林顾客在马来西亚巴生谷消费清真食品的意图。使用来自巴生谷的 321 份非穆斯林回复，使用偏最小二乘回归来检查影响客户对清真产品购买意向的因素。

发现

结果表明，产品质量、产品价格、产品可用性和产品安全性显着影响城市非穆斯林对清真食品的购买意愿。结果表明，与其他变量相比，产品质量是最重要的因素。

原创性/价值

这些数据和结果可能有助于有关当局制定适当的计划来改善马来西亚的清真食品。