Halal Meat Issue: How Far Does the Preferred Halal Brand Matter?

Recently, there is a raised concern about halal authenticity, prompting a Malaysian Halal authority investigation. Ensuring halal meat compliance is complex, requiring slaughterhouses to follow Standard Operating Procedures and Syariah guidelines. This study examines consumer choices regarding halal meat brands, focusing on the impact of pricing strategies on product quality. From the insights of 112 WhatsApp questionnaires, this quantitative, cross-sectional study demonstrates that product quality significantly shapes consumers' brand preferences within the halal meat market. The findings underscore the significance of product quality as a determinant factor in consumer decision-making processes within the Halal meat market, shedding light on the complex interplay between pricing, quality, and preferred Halal brands. These results have implications for industry practices and government policies, as Muslim Malaysians prioritize JAKIM-certified firms, stressing the importance of high halal standards and transparency. Further research on halal meat from the industry perspective is highly recommended.