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The role of packaging and labelling in determining 'halalness': an exploratory study of Muslims in two countries

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  • Ghazala Khan
  • Faiza Khan

Abstract

This study investigates the role of packaging and labelling in the absence of the 'halal' logo on the decision-making of Muslims in two countries for packaged food items. Data was collected via semi-structured interviews in one Muslim majority and one non-Muslim country, i.e., Malaysia and the UK respectively. A total of 16 adults participated in the study with an equal representation of the sample from both countries. Findings indicate that in the absence of the 'halal' logo Muslims from both countries relied heavily on product labels to determine whether a product was safe for consumption. Participants expressed a high degree of confidence in the 'V' or 'suitable for vegetarians' sign and accepted such labels as alternatives to the 'halal' logo. Additionally, the use of Arabic letters was found to be associated with Islamic products and offered comfort to the Muslims in the UK but not in Malaysia. Finally, product labels also served as warnings of non-halal contents. Limitations of the study and directions for future research are also included.

Suggested Citation

  • Ghazala Khan & Faiza Khan, 2017. "The role of packaging and labelling in determining 'halalness': an exploratory study of Muslims in two countries," International Journal of Islamic Marketing and Branding, Inderscience Enterprises Ltd, vol. 2(2), pages 85-99.
    • Handle: RePEc:ids:ijimbr:v:2:y:2017:i:2:p:85-99
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