Muslim consumers’ behaviour towards 'pork-free' and 'no pork' signs displayed at non-certified halal restaurants in Shah Alam, Selangor

Abstract

This paper investigates the consumer behaviour of Muslim consumers in Shah Alam, Selangor, towards signage 'Pork Free' and 'No Pork' in non-certified Halal restaurants. The study also explores the influence of awareness of the Halal concept on consumer behaviour in relation to such signage. A cross-sectional survey was conducted, collecting data from 384 respondents using a Likert scale questionnaire. Descriptive analysis was employed to summarize and interpret the data. The findings indicate that participants expressed a tendency towards agreement regarding the importance of knowing if an uncertified Halal restaurant serves pork and the significance of 'no pork' or 'pork-free' signs in choosing a restaurant. However, there was relatively lower agreement on the belief that such signage indicates a restaurant's Halal status. Recommendations are provided to enhance consumer awareness, encourage Halal certification, and foster transparent information sharing to address the 'pork-free' signage issue and promote responsible practices in the Halal food industry. The study contributes to a deeper understanding of consumer behaviour and highlights the importance of informed dining choices among Muslim consumers’ in Shah Alam.