Country of origin as a moderator of halal label and purchase behaviour

Abstract

The IntroductionIslam is a religion that gives a mercy, and peace. It is not surprising that the number of people who follow it is growing across the world. Besides Asia and Africa, Islam has developed in the Americas and Europe. The CIA World Factbook states that Muslims number almost 22,74% of the world's population, and it is projected to increase by 20 percent in the next 20 years. Moreover, The Pew Forum on Religion and Public Life (2011) reported that in 2010, the Muslim population would reach 2.2 billion in 2030, up from 1.6 billion in that year. A study of Tajamul Islam conducted in 2013 reported that East Asia dominated the geographical distribution with amount 63 % of adherents, which was followed by the Middle East and North Africa (20%) and sub-Saharan Africa (15 %), while the area of Europe had 2.7 % and America 0.3 %.Moreover, Indonesia becomes the fourth position of great population in the world, which the substantive of its societies are Muslim's adherents. According to the report of CIA's World Factbook, Muslim population reached 87.2 % of the whole of Indonesian citizens. The report showed that Indonesia had the largest potential halal market in the world. The rapid growth of the Muslim population has impacted the local and global corporations to increase the variety of halal products, for instance, food and beverages, medicine, education services, entertainment, hotels, and tourism. In addition, in line with their religion command, Muslim's awareness of the importance of halal products that they are safe to consume them and related to health and goodness. Islam leads the followers' behavior to know how the adherents think, feel, and act. Consequently, they have to search, process to evaluate, acquire and consume the complying products in the terms of Islam. They consume them and avoid the unlawful products (Wilson, 2010;Shaharudin, 2010).

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