Beyond Compliance: Factors Influencing Consumer Trust in Halal Assurance

DOI

10.2991/978-94-6239-715-6_10How to use a DOI?

Keywords

Halal Assurance; Consumer Awareness; Religious Beliefs; Brand Perception; Company Reputation; Consumer Trust

Abstract

This study examines the key factors influencing consumer trust in Halal assurance, which is critical for the credibility and sustainability of the global Halal industry. A structured quantitative survey was conducted among consumers at Universiti Poly-Tech Malaysia (UPTM), yielding 188 valid responses after data screening. Using SPSS version 29, the study analyses the relationships between consumer awareness, religious beliefs, brand perception, company reputation, and consumer trust, grounded in the Theory of Planned Behaviour (TPB). The findings indicate that religious beliefs, consumer awareness, and brand perception significantly influence consumer trust in Halal assurance, while company reputation shows a positive but non-significant effect when these factors are considered simultaneously. The results further reveal moderate levels of consumer awareness and heightened concern regarding counterfeit Halal logos. These findings highlight the importance of transparency, effective communication, and robust enforcement mechanisms in strengthening consumer confidence in Halal assurance systems. Overall, this study contributes to the behavioural literature on Halal assurance and offers practical insights for policymakers, certification authorities, and industry stakeholders seeking to enhance trust and governance within the Halal ecosystem.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Norhayati Sulaiman
AU  - Madihatun Zainuddin
AU  - Siti Nurhazirah Abu Ashari
AU  - Mohamad Amirul Shafiq Mohamad Rosdi
PY  - 2026
DA  - 2026/06/20
TI  - Beyond Compliance: Factors Influencing Consumer Trust in Halal Assurance
BT  - Proceedings of the International Conference on Cross- Disciplinary Academic Research 2025 - Track 2 Advances in Business & Economics, Social Science, Communications & Media (ICAR-T2 2025)
PB  - Atlantis Press
SP  - 139
EP  - 153
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-715-6_10
DO  - 10.2991/978-94-6239-715-6_10
ID  - Sulaiman2026
ER  -