Explicit Versus Implicit "Halal" Information: Influence of the Halal Label and the Country-of-Origin Information on Product Perceptions in Indonesia.

ABSTRACT: Halal refers to what is permissible in traditional Islamic law. Food that meets halal requirements is marked by a halal label on the packaging and should be especially attractive to those Muslims who follow the set of dietary laws outlined in the Quran. This research examines the role of the halal label (explicit cue) and the country-of-origin (COO) (implicit cue) in predicting positive product perceptions among Muslim consumers. We hypothesized that when an explicit sign of "halalness" (i.e., halal label) relating to a particular product is accompanied by an implicit sign of anti-"halalness" (i.e., non-Islamic COO information), Muslim consumers who pay attention to the dietary laws of Islam would have negative perceptions of such a product. We tested our assumptions in an experimen

SUBMITTER: Maison D 

PROVIDER: S-EPMC5874312 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature