Rizal Justian Setiawan, Praphawee Chaiwarit, Khakam Ma'Ruf, Rachkanok Sukhavalli, Patcharida Leepairojkul, Viola Indriana Sofie
In recent years, the halal label has expanded beyond its religious foundations to represent a broader standard of product quality, hygiene, and ethical assurance. This growing perception has made halal certification increasingly relevant in multicultural and non-Muslim consumer markets. This study investigates how the presence of a halal label influences the purchase intentions of non-Muslim consumers toward Thai rice, a product deeply embedded in Thailand's economy and cultural identity. Drawing on responses from 108 non-Muslim consumers across Thailand, selected through convenience sampling, the research employed a mixed-methods approach combining structured surveys and brief semi-structured interviews. Quantitative data were analyzed using Spearman's rank correlation to examine the relationship between halal perception and purchase intention, while qualitative feedback provided contextual interpretation of consumer attitudes. The findings reveal that while many respondents view the halal label as a mark of cleanliness, safety, and product reliability, it does not significantly determine their purchasing decisions. Instead, practical considerations such as price and product familiarity tend to exert a stronger influence. These results suggest that the halal label functions more as a secondary cue of quality than as a primary motivator for purchase among non-Muslim consumers. The study contributes to a better understanding of how religiously derived certifications are interpreted in secular markets and provides guidance for marketers promoting Thai rice to diverse consumer segments. © 2025 IEEE.
College of Law and Politics National Chung Hsing University, Dept. I.M.P. in Asia and China Studies, Taichung, Taiwan; Gadjah Mada University, Faculty of Engineering, Dept. of Industrial Engineering, Yogyakarta, Indonesia; Faculty of Agro-Industry Chiang Mai University, School of Agro-Industry, Chiang Mai, Thailand; Faculty of Engineering Thammasat University, Dept. of Industrial Engineering, Bangkok, Thailand; Faculty of Vocational Universitas Negeri Surabaya, Dept of Applied Culinary, Surabaya, Indonesia
