Awareness level analysis of Indonesian consumers toward halal products
ISSN: 1759-0833
Article publication date: 12 June 2019
Issue publication date: 4 March 2020
Abstract
Purpose
This paper aims to measure and analyze the halal awareness of Indonesian consumers toward halal products. This paper also measures the religious belief, health reason, halal logo certification and exposures of Indonesian consumers and tests the correlation between those and halal awareness. The finding can be used as reference for government and halal policymakers related with halal product.
Design/methodology/approach
The research is performed using self-administrated questionnaires and convenience sampling. The questionnaires were distributed for Muslim respondents in Indonesia, male and female, aged 18 up to 60 years old. The data are statistically analyzed by Cronbach’s alpha and Pearson correlation test using SPSS 16.0.
Findings
The study found that halal awareness of Indonesian consumers is very good (very high) with index of 94.91. The halal awareness is supported with very high index of religious belief (96.61), health reason (89.83) and logo certification (84.71), and good index of exposures (78.72). The study also shows that religious belief becomes the most factor that influence the Indonesian halal awareness, followed by health reason then logo certification, while exposure is the least factor influencing the halal awareness.
Originality/value
This research is one of few studies in Indonesian context which is investigating and measuring the index of halal awareness of Indonesian consumers. The study also provided new findings of Indonesian halal awareness influence factors (religious beliefs, health reason, logo certification and exposure); its index and its correlation to the halal awareness level. The result of the study is quite different with other halal awareness studies. Therefore, this paper becomes one of the pioneer for study in the context of Indonesian halal awareness analysis.
Keywords
Acknowledgements
The authors acknowledge the full financial support from Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM), Universitas Islam Negeri Sunan Kalijaga under the grant “Penelitian Kompetitif Kluster Madya” Year 2017, which has made the research and presentation of this paper possible.
Citation
Kurniawati, D.A. and Savitri, H. (2020), "Awareness level analysis of Indonesian consumers toward halal products", Journal of Islamic Marketing, Vol. 11 No. 2, pp. 522-546. https://doi.org/10.1108/JIMA-10-2017-0104
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited