... suggest underlining the concept of cleanliness throughout the halal supply chain to improve halal awareness and acceptance. Research limitations/implications This research encountered limitations in the diversity of data collection methods and a small sample size of non-Muslim consumers in the food...

...Mas Wahyu Wibowo; Dudi Permana; Ali Hanafiah; Fauziah Sh Ahmad; Hiram Ting Purpose The purpose of this paper is to introduce the variable of halal food knowledge (HFK) into the theory of planned behavior framework to investigate Malaysian non-Muslim consumers’ decision-making process in purchasing...