Consumer attitude towards Halal integrity on Halal food supply chain product

Abstract

Food products as well as Halal food products now travelled a greater distance and involved a lot of handling before it reaches its final point of consumption. This circumstance has made unpredictability regarding the legitimacy of the Halal status and whether the nourishment items still stay Halal. The objective of this research was to determine the relationship between consumers' religion and attitude of the consumer towards halal integrity in the food supply chain product. This study used a cross-sectional study with a survey method via a questionnaire, which involved 100 consumers at Malaysia International Halal Showcase (MIHAS) exhibition in Kuala Lumpur that were chosen by a convenience sampling technique. The results show that there was a significant difference between the consumers' religion and attitude of the consumer towards halal integrity in the food supply chain product.