Halal awareness and sustainable consumption among Muslims in Lawas, Sarawak.

Abstract

The concept of halal in Islam is not only limited to the permissibility of food consumption, but also encompasses the concept of halalan tayyiban, which includes aspects of cleanliness, safety, and quality. In the context of contemporary society, halal awareness plays an important role in promoting sustainable consumption practices among Muslims in accordance with Islamic principles. Although awareness of halal concepts among Muslim consumers is increasing, misunderstandings and superficial interpretations persist. This study, therefore, aims to identify the factors influencing food selection among Muslim consumers, to identify the level of halal awareness among Muslim consumers in Lawas, Sarawak, and to explore its role as a catalyst for sustainable consumption within the Muslim community. A quantitative research design was employed through a structured questionnaire distributed online. A total of 177 Muslim respondents participated in this study. The data were analysed using descriptive statistical methods, including percentage analysis. The findings indicate that the overall level of awareness among respondents is high, particularly in understanding that halal is not only related to the process of slaughtering, but also includes aspects of cleanliness and food quality. However, the study also reveals the existence of misconceptions, such as reliance on staff attire resembling Muslims or “pork-free” labels as indicators of halal status. In addition, the findings show that factors influencing food selection include halal certification, premises cleanliness, and food quality, which generally reflect the integration of religious considerations and lifestyle. The study further explains that although awareness of halal concepts exists, there remains a gap between knowledge and actual practice among the Muslim community in Lawas, underscoring the need for stronger educational emphasis on the concept of halalan tayyiban. In conclusion, halal awareness serves as an important foundation in promoting sustainable Muslim consumption.