Beyond the Crescent: Exploring Perceptions of the Philippine Halal Logo Among Young Non-Muslim Filipino Consumers

ABSTRACT Can a logo intended to represent religious principles transcend its roots and become a universal symbol of health? In the Philippines, where approximately 91.5% of the population is reported to be Christian ("Religious affiliation in the Philippines (2020 census of population and housing)," 2023), the government has actively promoted locally made Halal-certified products through initiatives mandated by the Philippine Halal Export Development Program (Senate and House of Representatives Philippines, 2016). Central to these efforts is the introduction of the official Philippine Halal logo (Caybot, 2019). But can this marker truly resonate beyond the Muslim community and symbolize broader notions of health, cleanliness, trust, sustainability, and quality for everyone? This research presents a creative visual perception test, describing how the logo’s design elements-particularly its prominence, messaging, and imagery-influence perceptions of health, trust, quality, and purchase intentions among young non-Muslim Filipino consumers residing in Quezon City. Using a purposive, non-random sample of 311 respondents, the study employed descriptive analysis to explore awareness of and attitudes toward the Philippine Halal Logo. Guided by the Elaboration Likelihood Model (ELM), this study used a mixed-methods research design, combining quantitative surveys with qualitative insights. The findings reveal that while respondents generally have favorable impressions of the logo and its visibility, statistical analysis showed no significant effect of logo size alone on perceived health benefits. Messaging such as the text “Clean Food” resonated well with safety-conscious consumers, but it did not show a statistically significant advantage over other text options. In contrast, a green color scheme for the imagery significantly enhanced associations with cleanliness and sustainability. The synergy of these design elements-rather than any single factor-created the strongest positive impact on health perceptions and purchase intentions within this sample. Furthermore, respondents who engaged in the central route of processing information demonstrated greater cognitive engagement and more positive attitudes toward Halal-certified products, supporting key principles of the Elaboration Likelihood Model (Petty & Cacioppo, 1986). It is important to note that, due to the purposive and non-random sampling method, these findings are descriptive and reflect only the views of the surveyed group; they are not representative of all young, non-Muslim Filipinos in Quezon City or the Philippines. The study’s limitations highlight the need for future research across more diverse regions and with randomized samples to better capture the broader demographics. In terms of development communication, the results demonstrate how strategic visual design and messaging can help transform cultural symbols into more universal markers of trust, health, and quality (Page & Lim, 2022). Recommendations include optimizing the Philippine Halal logo’s design particularly through the use of green color and clear, health-focused messaging-launching targeted awareness campaigns that emphasize “Clean Food,” and establishing standard policies to unite MSMEs and businesses in communicating their Halal-certified products. By bridging cultural divides through effective branding and social marketing, this study highlights the potential of Halal certification to foster inclusivity and drive sustainable growth in the Philippine food industry.