DEMYSTIFYING HALAL LOGO LITERACY

Abstract

Non-uniformity of Halal certification authorisation is a leading concern that creates confusion among consumers, especially during the selection and buying decision- making process. Even though Malaysia is a pioneer in the standardisation of Halal certification, consumers' confusion about the Halal logo is prevalent. The issue perhaps causes by unawareness and low literacy on Halal guidelines among consumers. This study was conducted to measure consumers' literacy on the authorised Halal logo by JAKIM. Two additional framings with Halal logo conditions were used as comparison groups consisting of an unauthorised Halal logo and a pork-free logo. The findings revealed that youth consumers' are unable to differentiate between the unauthorised Halal logo and the authorised Halal logo by JAKIM. This is a shocking signal to JAKIM as a reputable certification body because the Halal logo authorised by JAKIM's status as a brand name and quality signal in the consumer selection and decision-making process might be questionable.