ABSTRACT
In this chapter we propose a review of the influence of halal certification on consumer perceptions of food quality. As one of the few systematic studies that examines the influence of the halal sign in advertising as a quality assurance marker, this research investigates the use and effectiveness of consumers’ perceptions of halal certification as a quality assurance mark in the context of the Malaysian multicultural society. Malaysia is moving to become a global hub for halal certification and production.
We will also assess the influence of the halal mark as a quality assurance symbol; examine the results of experimental studies regarding the use of halal in advertisements; 244and expand on the limited research on the use of halal as a form of semiotic indicator of food standards.
