“…If we include the consideration of halal products as "humane" and healthy (El-Bassiouny, 2014, p. 47;Ismaeel & Blaim, 2012), this market could also include non-Muslim consumer segments, thus becoming even more viable. Prior literature investigates non-Muslims' interest in halal products (e.g., Ahmad, Sidek, Adi, Jusoh, & Soon, 2013;Haque, Sarwar, Yasmin, Tarofder, & Hossain, 2015;Ismail & Nasiruddin, 2014;Mathew, Abdullah, & Ismail, 2014). Simultaneously, practitioners have also capitalized on that trend by pitching their products' value propositions…”