Abstract:

Companies, governments, and consumers have considered the halal food products with the increase in the number of products certified as halal across the local and global markets. The purpose of the study is to investigate the consumer’s attitudes toward halal food products in a private university sample. Accordingly, the effect of subjective knowledge, awareness, perceived risk and behavioral tendency to attitude toward halal food products is investigated. Factor analysis and multiple regression analysis are conducted on data obtained from the valid 153 surveys. Depending on the results, a psychological risk which is a factor of perceived risk, and behavioral tendency affect the attitude toward halal food products.