Discovering perceptions of Muslim consumers toward the ICRIC Halal logo

Abstract

Purpose The purpose of this study is to explore the perceptions of Muslim consumers on the Islamic Chamber Research & Information Center (ICRIC) Halal logo. In particular, the paper evaluates the main messages of the logo and describes the organization’s characteristics behind this logo. Design/methodology/approach This exploratory research conducts a semi-structured interview with visual aids method to identify the Malay Muslim’s perceptions toward the ICRIC Halal logo. Findings Results of the study indicate that the word “Halal” in Arabic characters is a very strong visual and emotional element of the logo because it is eye-catching and projects a strong image of credibility and trustworthiness. Using Islamic graphical design in a Halal logo can assist businesses to succeed in the marketplace. Simplicity, appropriate font type and size, suitable colors and total harmony of all elements make a Halal logo attractive and meaningful; the logo signals trust and mirrors the values of the organization. Research limitations/implications This research used a qualitative research approach to analyze the perceptions of 25 Malay Muslim students. Practical implications Practical implications of this study provide a new window for all Halal certification bodies to realize the importance of the different elements of the Halal logo. Social implications This research attempts to introduce a unique Halal logo that is approved by 57 Muslim countries. This unity assists religious consumers with various mathahib to purchase Halal products with confidence. Originality/value This pioneer study explores the Muslim consumers’ perceptions of a specific Halal logo in the marketplace.

Clustering halal food consumers: A Twitter sentiment analysis

“…This cluster was termed “concerned.” It seems that this group of consumers is concerned about halal food authenticity since the halal logo is generally regarded as the main identifier of halal food authenticity. In fact, some authors have argued that the halal logo represents “an important source of information that eliminates doubt in the minds of consumers” (Borzooei & Asgari, 2016). Figure 8 shows the major topics detected within each cluster using the LDA method.…”

Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention

“…The halal logo is one of the important elements that represent the lawfulness of a product's production, trade and ingredient factors (Hussain et al, 2016). The halal logo is an essential source of information that removes uncertainty in the thoughts of consumers (Borzooei and Asgari, 2016). The halal logo is used as a mechanism to determine the "halalness" of food products, which is generally invisible to consumers (Marzuki et al, 2012).…”

“…That is why there are several studies concentrated on the halal logo (e.g. Bonne and Verbeke, 2008;Borzooei and Asgari, 2016;Hussain et al, 2016;Shafie and Othman, 2006;Wibowo and Ahmad, 2016). A study conducted by Ghadikolaei (2016) was found that the halal logo has a positive influence on consumers purchase intention among the Muslim and non-Muslim consumers.…”

Halal Food Sustainability between Certification and Blockchain: A Review

“…Supported by the Jewish community, at the time involved in the creation of a novel certification system defined as "kosher" and based on a strict set of dietary rules called "kashrut", the Muslim specialists designed their first Halal logo. Soon after, an ever-increasing amount of Halal certification bodies (more than one hundred on a global scale) [68,69], as well as a rising number of regulation and standards (e.g., Standards and Metrology Institute for Islamic Countries, Organization of Islamic Cooperation) spread, specifically in food commodities such as meat and meat-based products, taking care of different countrywide or domestic Muslim protocols (e.g., Sunni, Shia) or responding to diverting Muslim divisions (e.g., Hanafi, Hanbali, Maliki) [68]. Then, a variety of Halal logos and certificates became widespread in the Halal markets, increasing the heterogeneity in certification procedures (e.g., lack of uniformity) and generating confusion and misunderstandings from one certificate to another, as well as from one country to another [70,71].…”

“…For instance, Algeria has created a unique national collective brand owned by the Algerian Standardization Institute (IANOR, Algeria), developed on the basis of the Organization of Islamic Cooperation (OIC, Kingdom of Saudi Arabia) standards and on the Standards and Metrology Institute for Islamic Countries (SMIIC, Turkey). Such an approach has been adopted to enhance the Algerian economy through the creation of a Halal national trademark, as well as to increase the international recognition of Algerian companies in "explaining the halalness" of their products [69]. On the contrary, non-Muslim countries such the United States of America and Australia encompass approximately 14 and 24 authorized certifying bodies, respectively, illustrating how the interest in centralizing the certification of Halal products in a single body mostly belongs to Islamic countries.…”