HALAL Certification of Taiwan Food Affects Purchase Willingness on Non-Muslim Consumers

• Main Authors: Chau-Ren Liang, 梁超人
• Other Authors: Chiou-Yueh Lee
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/xcv978

碩士 === 台北海洋科技大學 === 食品科技與行銷系碩士班 === 107 === The purpose of this study is to understand the concept of Halal food consumption in Taiwan. This concept includes consumer awareness, acceptance, and reliability of Halal food consumption; in addition, it also understands the perception of relevant Halal food certification associations in Taiwan. The importance of this research, because the concept of Halal products is no longer just a religious issue, but a business and trade field and a change in people's livelihood lifestyle, and the reliability of the brand (Halal certification). In today's " Halal " is a quality-assured and high-quality worldwide symbol, this study conducted a survey of 100 Muslim consumer surveys in Taiwan (snowball sampling) and 300 non-Muslim (Islamic) disciples (random sampling). According to the survey results, the respondents of Muslim consumers in Taiwan believe that the concept of Halal is production, manufacturing, processing and storage, namely The basis for compliance with Taiwan's " Halal " certification. This study reveals three factors of the theory of program behavior: attitude (consumption awareness), subjective norms (acceptance), and perceptual behavior control (reliability); this study shows that Muslim consumers in Taiwan believe that Halal food is important (Scores above 4.7), while non-Muslim respondents in Taiwan maintain a neutral view of Halal food (score 3.5 or above). Statistical analysis found that the consumer awareness, acceptance, and trust of Halal foods are significantly different between Muslim and non-Muslim consumers in Taiwan. This study reveals that the cooperation between the Taiwanese government and related associations and the Halal food industry can enhance the development of the Halal food industry. The study also found that Taiwan has just begun to establish several steps in the Halal food industry and still lacks direction. Therefore, establishing a standard national certification system to match the strictness of religious believers will increase consumers’ confidence and willingness to food consumption. Improve the quality control of domestic food and promote the progress and growth of the food industry.