ANTECEDENT FACTORS INFLUENCING ATTITUDE

TOWARDS HALAL CERTIFICATION AMONG YOUNG

ENTREPRENEURS IN MALAYSIA

Submitted To

Submitted By
 Table of Content
1. Introduction.........................................................................................................................................2

Problem Statement.................................................................................................................................3

Research questions..................................................................................................................................4

Objectives................................................................................................................................................4

Design of Questionnaire..........................................................................................................................5

Research Framework Flow chart.............................................................................................................6

2. Literature Review....................................................................................................................................7

3. Methodological Strategy...................................................................................................................11

Sample data collections Reponses.........................................................................................................11

Forecasted Outcomes Framework.........................................................................................................13

Discussion..............................................................................................................................................14

Expected Conclusion..............................................................................................................................14

4. Gannt Chart of the Research.............................................................................................................19

5. References.........................................................................................................................................20
 1. Introduction

This study reveals that young consumers in Malaysia have a favorable attitude toward halal food

outlets and JAKIM's halal certification. Their attitudes may be influenced by religious beliefs,

mass media, and the people in their immediate environment. JAKIM's halal certification also

plays a critical role in influencing Muslims' attitudes toward halal food. Indirectly, the attitude

toward halal certification reflects the level of trust held by Muslim consumers in Malaysia.

Consumer trust is critical in determining whether Muslims consume halal food [ CITATION Ban02 \l

1033 ]. The success of the halal market is also contingent upon religious observance, and it is

critical to make halal certification mandatory for halal food operators. Additionally, this study

demonstrates that subjective norms have a lesser influence on young consumers' choice of halal

food outlets when compared to behavioral control. This study demonstrates that family

perceptions do not matter as much as other people's perceptions when it comes to young

consumers' behavioral intentions. Malaysia is depicted as a secular Islamic nation that adheres to

a single halal norm (National Small and Medium Enterprise Development Council, 2006). This

has a significant effect on the global halal food industry's expansion, as well as the enhancement

of market demand for other products and services. Halal foods are those that Muslims are

allowed to consume in accordance with Islamic dietary laws found in the Quran, hadith (books

that record the Prophet Muhammad's sayings and practises), and Muslim jurists' fiqh

(jurisprudence). Halal includes not just religious aspects but also all other aspects of daily life,

such as clothing, marriages, politics, and engaging with business transactions, to name a few.

The majority of halal studies (Bonne and Verbeke, 2008; Martini and Chee, 2001; Waarden,

2004) concentrated mostly on halal meat, perhaps reinforcing non-Muslims' belief that halal is

just about meat (Wan Hassan and Hall, 2003). Halal, on the other hand, covers not only meat and
seafood, but also non-food things like cosmetics and personal care products. According to Alam

and Mohamed Sayuti (2011), the Muslim community is the largest in the world, and Islam is the

fastest growing religion in terms of births and adoptions. This argument shows that the halal food

market, in fact, is profitable, as shown by the high demand for halal food among non-Muslim

consumers who claim it is healthy and nutritious. Much than just livestock killing is used in halal

cuisine. In different halal contexts, such as restaurant settings, transport, traceability,

slaughtering, and consumer behavior, previous research has generated a mixed bag of findings

(Ishak et al., 2015) Restaurant owners in Malaysia have high expectations for halal certification,

which will be explored in this study, because of the growing demand for halal food.

Muslims' attitudes toward halal food are critical in deciding their actions when it comes to eating

halal food. Several research focused on Malaysian consumers' attitudes toward buying halal food

have been conducted. Young Muslim consumers' attitudes toward halal food outlets and

Malaysia's Department of Islamic Development (JAKIM) halal certification, on the other hand,

receive less scrutiny. Halal goods and services may be a new industry that contributes to the

economic development of our country. Apparently, goods that Muslims can use [ CITATION

Van06 \l 1033 ]. The Halal Industry Development Corporation, which supports a safe lifestyle not

only through clothing but also through other events, monitors the halal industry in Malaysia on a

regular basis.
Problem Statement

Malaysia has one of the most comprehensive Halal landscapes as opposed to many other Islamic

nations worldwide. Rising worldwide demands for Halal food goods, along with Malaysia’s

ambition to be world’s premier Halal hub had placed the burden on Malaysian food as the key

producer of ample supplies of high quality, Halal-certified foods for global needs [ CITATION

Sye01 \l 1033 ]. Alas, many people faced the predicament of making their goods amply competent

to be Halal certified due to factors such as lack of Halal technical expertise, lack of Halal

preparation, lack of precise requirements for complicated variation of products, lack of

regulatory powers[ CITATION Ban02 \l 1033 ].

Research questions

 What is significance and importance of the halal certifications in young entrepreneurs?

Objectives

Our objective is to identify and investigate the Antecedent Factors affecting young entrepreneurs

‘attitudes toward halal certification in Malaysia, with the aim of enhancing Malaysian

International Halal Food Entrepreneurs. To ascertain the level of knowledge associated with the

quest for halal food items within Muslim families [ CITATION Ban02 \l 1033 ]. To establish a

relationship between knowledge seeking and sharing behaviors.to ascertain young Muslim

consumers' attitudes toward halal food establishments to ascertain their attitude toward JAKIM's

halal certification to ascertain the association between subjective standard and presumed
behavioral regulation in relation to young consumers' attitudes toward halal food establishments [

CITATION Sye01 \l 1033 ].

Design of Questionnaire

The survey can be adjusted or received to finish research based on appropriateness. The survey

utilized in this exploration is adjusted from various sources to gather information about

understudy factors. Inquiries to gather information have been orchestrated well against all the

builds and convey total data to the objective population so it can totally comprehend the subject

of the question and convey a productive Reponses.

Research Framework Flow chart
2. Literature Review

Prophet Muhammad SAW once informed that the aim is an indication of the readiness of a

person to conduct a particular behavior. It is regarded as the immediate history of behavior. It is

found that the intention is based on behavioral attitude, subjective standards and behavioral

control perceived. Each of these forecasters has been weighted for their performance and

population of interest importance[ CITATION Sye01 \l 1033 ].

The Halal certification and logo are used by retailers and advertisers to inform and inspire their

target market that their products are Halal and Shariah-compliant. Malaysian Muslim buyers, on

the whole, have a propensity to trust in and buy products that bear the reputable Halal

certification provided by Malaysia's Department of Islamic Development (JAKIM), which is

administered by the Prime Minister's Department[ CITATION Bon06 \l 1033 ].

Increased awareness and affordability of halal goods have created an opportunity to expand the

global market. While Muslims constitute 60% of the population in Malaysia, their tastes are like

those of other market segments that value goods that are high in quality, healthy, and sharia-

compliant, which has increased.This demonstrates that the Malaysian community has gained

increased respect and interest from others in recent years, especially when individuals maintain a

clean and tidy appearance. This includes not only the food and clothing consumed by the person,

but also the application of halal elements to different body parts. In Malaysia, consumers'

attitudes toward halal food are inextricably linked to JAKIM-verified and given halal

certification. The Halal logo means that the food is permissible for use by Muslims and that the
respective food establishments have undergone stringent inspection prior to approval [ CITATION

Ger05 \l 1033 ].

Halal certification in Malaysia benefits producers and provides customers with guarantee of

product safety. The implementation and application of this halal certification program has

increased Muslims' awareness and willingness to eat Islamic-compliant goods and food in

Malaysia. Consumption of animal products is mostly controlled and governed by individual

religious teachings. The halal credential is significant only for Muslims, as they are required by

Islamic law to eat halal food[ CITATION Ban02 \l 1033 ].

Malaysia is portrayed as a progressive Islamic country that follows a single halal standard across

the board (National Small and Medium Enterprise Development Council, 2006). This has a

major impact on the global halal food industry's growth, as well as the market value

enhancement of other goods and services. Halal foods are those that are permissible for Muslims

to eat according to Islamic dietary rules contained in the Quran, hadith (books that document the

Prophet Muhammad's sayings and practises), and the fiqh (jurisprudence) of Muslim jurists.

Halal encompasses not just religious elements but also all other aspects of everyday life, such as

clothes, relationships, politics, and coping with business dealings, to name a few. Most halal

studies (Bonne and Verbeke, 2008; Martini and Chee, 2001; Waarden, 2004) focused mainly on

halal meat, perhaps strengthening the perception among non-Muslims that halal is only

concerned with meat (Wan Hassan and Hall, 2003). Halal, on the other hand, does not only apply

to meat and fish, but also to non-food items such as cosmetics and personal care goods.

According to Alam and Mohamed Sayuti (2011), the Muslim population is the, and Islam is the

fastest growing faith in terms of both birth and adoption. This point demonstrates that the halal

food industry, in particular, is lucrative, as shown by the strong demand from non-Muslim
customers who believe halal food is safe and nutritious. Halal cuisine encompasses more than

just the slaughtering of animals. Previous research has shown a mixed bag of results in various

halal contexts, including restaurant environments, travel, traceability, slaughtering, and customer

behaviour (Ishak et al., 2015) With the rising demand for halal food, restaurant owners in

Malaysia have high hopes for halal certification, which will be investigated in this report.

The growing global demand for halal food has prompted the hospitality industry to upgrade the

status of eating establishments to halal accredited (Syed Marzuki, 2012). Furthermore, halal can

be considered a universal diet because it is eaten by both Muslims and non-Muslims (Abdul

Latif, 2006; Mohamed Nasir and Pereira, 2008), even in Malaysia (Abdul Latif, 2006; Mohamed

Nasir and Pereira, 2008). (Al-Nahdi et al., 2009). Muslims are increasingly demanding that halal

goods be approved as a result of the growing globalisation of the food chain in terms of halal

processing, food protection, commerce, and use, in order to raise their faith and have "peace of

mind" (Shafie and Othman, 2006). This is notable because commercial food service profits are

strongly linked to restaurant operators' understanding of their customers' desires and wants

(Edwards and Meiselman, 2005), who also say that the relationship between the consumer,

service staff, and the business organisation is critical for repeat patronage.

The results of Madden, Ellen, and Ajzen (1992) suggest that the behaviours of consumers have a

positive effect on their decision to purchase a product, according to the Reasoned Action (TRA).

On the basis of Lutz (1991), TRA offers a means to forecast buying behaviour, in which an

individual's behaviour is to be measured, not just the general attitude towards the item around

which the purchasing behaviour lies. For instance, even though the attitude of a person towards

halal products is positive, the person can never purchase a halal product. Although the halal
cosmetic market is significant both to suppliers and customers, the current literature focuses on

halal foods, and a small number of studies are conducted on halal cosmetic products.

Furthermore, neither of these studies evaluated the factors that can influence consumer

perceptions towards halal cosmetics. Based on TRA, this analysis analyses the effects on Halal

cosmetics products of awareness, religiousness and social norms and the influence of these

attitudes on the intended purchase of halal cosmetic products. The TRA also contains the second

determinant of implicit behaviour with respect to behaviour: the subjective rule. The social norm

is a subjective norm which aims to measure the social influences on the conduct of an individual,

namely the expectations of family members and friends. The higher the mood, the stronger the

aim is and will reflect this in the buying decision and vice versa (Ajzen, 2008). Religion plays an

important part in influencing the behaviour, in certain cultures. Previous research has shown the

value of TRA in predicting the purpose of behaviour and actual application (Ramayah, Rouibah,

Gopi, & Rangel, 2009). The present study measures the comportability of customers who are

young Indonesian Muslim women to prefer halal cosmetic items and therefore the TRA is of

great importance.

This literature demonstrates the significance of religion in human social life. Religiousness

affects the preferences and dislikes of users. Furthermore, religiosity influences customer

orientations and social behaviour in relation to consumption behaviours. Different considerations

influence consumers when deciding whether or not to purchase a new commodity. Religion may

generally be described as the firm belief in a supernormal force that governs the fate of humanity

or the establishment of the divine power to communicate faith. In order to conduct this analysis,
however, a more concise definition was required. In addition, the disparity between the

experiments.

For Muslims, certain rituals are very significant. They are an important means for Islamic

followers to remember history, communicate belief and develop in devotion. The ritualistic

component involves religious activities such as meditation, fasting and pilgrimage. Islam's

religious traditions and rites are comparatively few, but rather significant.

Subjective standard (SN), often referred to as normative standard, is a feature of conviction that

defines the acceptability of a specific behaviour among similar classes, such as ingesting halal
products (Lada & Amin, 2009). SN's position, i.e. social influences on the behaviour of an

individual, can include demands from friends, peers and family members (Lutz, 1991). SN is

also a feature of belief according to Lada and Amin (2009) which requires individuals or groups

to consider whether to act in any way. The fundamental views of the SN of an individual are

called normative beliefs. If you accept that many referents for which you are driven to conform

are responsible for your actions, you feel societal responsibility to do so. A research by Arshia

Mukhtar Muhammad Mohsin Butt (2012) showed that the SN has a beneficial effect on halal

goods and the intrapersonal spirit. Interestingly, SN seems to be the best of all commodity

predictors.

A self-administered questionnaire with closed questions was used in this study. The

questionnaire was administered by unlikely deliberate sampling. During purposeful sampling, the

breakdown of most of the respondents' demographic properties was indicative of the actual

population of Indonesia. Cross-sectional data were collected over several days in August 2016

using a systematic survey in Jakarta. A survey of Muslims' market opinion is simple since

Muslims are the majority in Jakarta. The survey was focused on sampling techniques in the city

at a Muslim school in South Jakarta, as well as in mosques, colleges and shopping centres. The

primary justification for selecting these places was to get a selection of Muslim women from

various segments. The women included Islamic students from abroad, who studied in Jakarta and

who made it possible to understand better the effects of religiosity on the wider Muslim

community, not only in Indonesia, where this study had been conducted. In addition, all of them

adopt hijab fashion. Hijab is a ceremonial and cultural tradition practiced by Muslim women to

express their identities and their spiritual faith (Galadari, 2012). The study's respondents are
qualified by pre-set criteria, i.e. Muslim women, members of Muslim societies, have used

cosmetics routinely, but have never bought or used Wardah cosmetics.

3. Methodological Strategy

This research will be developed based on the guidelines of a descriptive study, whose main

objective will be to specify the essential properties of people, groups, communities, or any other

phenomenon subjected to analysis within its context by observing its main characteristics. The

participants in this sample are young Muslim customers enrolled in institutions of higher

learning.

To gather data, a questionnaire was conducted using a random sampling technique. The

respondents are Muslim students between the ages of 16 and 35 from five institutions of higher

learning.250 questionnaires were issued, and respondents completed a total of 207

questionnaires.

Prior to conducting the final survey, 50 questionnaires were used to do a pilot report. The

questionnaire used a five-point Likert scale to indicate clear agreement, agreement, neutral

agreement, disagreement, and strong disagreement. The results were explained using descriptive

and association analyses.

Sample data collections Reponses
Forecasted Outcomes Framework
Discussion

This study demonstrates that young consumers in Malaysia have a favorable attitude

toward halal food outlets and JAKIM's halal certification. Their attitude may be influenced by

religious beliefs, mass media, and the people in their immediate environment.

Expected Conclusion
JAKIM's halal certification also plays a significant role in influencing Muslims' attitudes toward

halal food. The attitude toward halal certification reflects the implicit trust of Muslim consumers

in Malaysia toward halal certification. Consumer trust is critical in determining whether Muslims

consume halal food. The success of the halal market is also contingent on religious observance,

and it is critical to make halal certification mandatory for halal food operators. Additionally, this

study demonstrates that subjective norms have a lesser influence on young consumers' choice of

halal food outlets than behavioral control. This study demonstrates that when it comes to young

consumers' behavioral intentions, family perceptions are less influential than those of other

people.
4. Gannt Chart of the Research
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