Awareness on the Legislated Brunei Halal Logo Among Consumers in Brunei Darussalam

Abstract

A halal organization plays an important role towards developing and issuing authentic halal certification or logo mainly for the universal benefits of consumers and food manufacturers in the living society of the modern world. However, there were still among Bruneian-Muslim consumers whom having ongoing concern upon the issues of Halal status food products whether to be consumed or not. This was due to “Halal Logo” being considered as a significant element as it could highly influence the consumers whereby unknown halal logos would raise doubts and affect their decisions for not purchasing them. Moreover, the presence of fake halal logos were also hard to be detected by naked eyes. Also, the approval rate percentage for halal certification and label permits obtained by local businesses were still low due to lack awareness among people. Thus, the primary objectives of this research were to examine the level of awareness and acceptance among consumers towards Brunei Halal logo which had been legislated under Halal Certificate and Halal Label (Amendment) Order 2017 (Order under Article 83(3)) from Constitution of Brunei Darussalam through Religious Islamic Council of Brunei Darussalam or ‘MUIB’ (Majlis Ugama Islam Brunei). A survey of pre-determined questionnaire with the total of 105 samples were collected for this study. Measuring level based on ‘likert scales’ ranging from 1 till 5 were also equipped in the questionnaire for the usage of interpretation or data analysis by the researcher. Results have shown that the level of awareness was high and the level of acceptance was on average among consumers towards legislated Brunei Halal logo. Nonetheless, more efforts were still needed in closing the understanding gap difference between Brunei Halal logo from MUIB and “Brunei Halal logo” from Ghanim International Sdn Bhd among consumers of this country.