Factors that Influence Food Premise Selection Among Urban Malay Muslims: A Literature Review

Based on the State of the Global Islamic EconomyReport 2018/19, Malaysia is a pioneer in establishinga world-leading Islamic economy. Much research hasbeen conducted on the awareness, understanding, behavior and choosing of halal foods amongMuslims for several years. However, many issuesregarding halal foods are still unresolved. It is viralin the social and electronics media about the misuseof the halal logo, cleanliness of the food premises,misunderstandings on halal food premises and ‘viral’foods. As customers play a vital role in determiningthe development of the halal industry, this studyidentifies and analyzes several factors that influencethe choice of food premises among urban MalayMuslims. Data collection is done by the method of documentation and which is then analyzed throughinductive analysis. The findings show that manyfactors come into play when customers purchase foodon the premises such as attitudes, subjective norms,perceived behavioral control, religiosity, the halalcertificate and logo, demographic factors, culture,service quality at food premises and food attributes.Therefore, based on this library study, it is hoped thatthe selection of food premises among urban MalayMuslims would be continuously researched upon.