The impact of muslim awareness toward food labelling in Malaysia

The purpose of this study is to analyze the impact of Muslim awareness toward food labeling in Malaysian consumers using an extended theory of planned behavior model (TPB). For this reason, the study assessed the direct and indirect effect of food labeling on Muslim consumer awareness to consume food product base on the food labeling. A stratified random sampling technique was adopted in selecting 1,219 Muslim consumers in Klang Valley, Malaysia. This study contributes to and extends the understanding of Muslim awareness on food labeling and purchasing behavior tendency, base information exists food labels such as brand, halal label, ingredients, and nutritive value.