Awareness of Muslim Consumer toward Identification of Gelatin Existence in Food Products

Abstract: The extensive use of Gelatin in food and pharmaceuticals that is serving as a gelling agent, thickener, or stabilizer, varies in halal and non-halal forms. In Malaysia, the lack of regulations requiring Gelatin source labeling poses a challenge for Muslim consumers. It also complicates their purchasing decisions. This study assesses Muslim consumers' awareness of identifying Gelatin in products, aiming to recognize precautionary measures. Conducted in Seksyen 7, Shah Alam, the research reveals a high awareness level amongst Muslim consumers. They also opt for products with the JAKIM halal logo and scrutinize the ingredients, thus emphasizing the need for awareness and precautions regarding halal Gelatin. Keywords: Identification, Gelatin, Awareness, Muslim Consumer JEL Classification Number: D11, D12