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Possibility of exporting halal-certificated food in Hokkaido, Japan: acceptance by Malaysian consumers


  • Kubota, Satoko
  • Kono, Hiroichi
  • Chiba, Takuhiro


Expectations of exporting food and agricultural product to Malaysia have been substantially growing in Japan. Although Japan has two halal certification bodies recognized by Jabatan Kemajuan Islam Malaysia (JAKIM), it is unclear whether Malaysian consumers trust its certified processed foods. Thus, this study aims to clarify Malaysian consumers’ preference for Hokkaido ice cream by conducting a conjoint analysis. The results show no significant difference in the level of consumer trust in halal certifications, indicating a distribution based on both Malaysian and Japanese certification bodies. Therefore, it is possible that Malaysian consumers would accept Japanese products with a halal certification approved by JAKIM. In addition, the willingness to pay for Hokkaido ice cream reported a high satisfaction value. However, there is no significant effect on food functionality possibly because Malaysian consumers’ awareness of the health benefits remains low.

Suggested Citation

  • Kubota, Satoko & Kono, Hiroichi & Chiba, Takuhiro, 2016. "Possibility of exporting halal-certificated food in Hokkaido, Japan: acceptance by Malaysian consumers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(3), December.
  • Handle: RePEc:ags:ifaamr:264230
    DOI: 10.22004/ag.econ.264230

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    References listed on IDEAS

    1. Bachev, Hrabrin Ianouchev & Ito, Fusao, 2014. "Implications Of Fukushima Nuclear Disaster For Japanese Agri-Food Chains," International Journal of Food and Agricultural Economics (IJFAEC), Alanya Alaaddin Keykubat University, Department of Economics and Finance, vol. 2(1), pages 1-26, January.
    2. Grunert, Klaus G. & Hieke, Sophie & Wills, Josephine, 2014. "Sustainability labels on food products: Consumer motivation, understanding and use," Food Policy, Elsevier, vol. 44(C), pages 177-189.
    3. Wuyang Hu & Michele M. Veeman & Wiktor L. Adamowicz, 2005. "Labelling Genetically Modified Food: Heterogeneous Consumer Preferences and the Value of Information," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 53(1), pages 83-102, March.
    4. Ferdi Akbiyik & A. H¨¹srev Eroglu, 2016. "A Study to Determine Consumers¡¯ Attitudes, Expectations and Perceptions for Halal Certified Products: Isparta Province as an Example," International Journal of Social Science Studies, Redfame publishing, vol. 4(4), pages 56-68, April.
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