ABSTRACT
One of the central issues dealing with Malaysian Muslim consumers is Syubhah or doubtful halal of semi processed food products. Not to exaggerate that owing to the status as the multi-racial and multi–religious country with multi religions food producers, some of the semi processed food products available in the market place still did not conform or doubtful in term of halalness or in the stage of syubhah. Compare to urban Muslim consumers, the semi-rural and rural Muslim consumers are found to be more proned to syubhah semi processed food although they are highly and sensitive in religious beliefs. With that, before obtaining the empirical result, this paper reviews the related literature through various journals, theses and conference proceedings, books and online news in addressing the issue of Syubhah semi processed food and Malaysian Muslim rural consumers purchase behaviour.
