HALAL LITERACY AMONG MALAYSIAN CONSUMERS: ADDRESSING MISCONCEPTIONS, PERCEPTIONS, AND TRUST CHALLENGES

Abstract

In Malaysia, halal is both a religious obligation and a strategic driver of economic growth, branding, and social cohesion. Yet, misconceptions, particularly among non-Muslims, persist, including a limited understanding of JAKIM certification and negative perceptions that may fuel boycotts. Muslim consumers also face concerns over halal fraud and industry transparency. Younger generations’ trust in halal premises and certification bodies signals emerging trends. Drawing on literature and thematic analysis, this study proposes inclusive halal literacy strategies through consumer education, digital media, and cross-cultural communication to reinforce confidence in Malaysia’s halal ecosystem and advance its role as a global halal hub.