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Confidence in Halal Logo Strengthens the Relationship Between Consumer’s Value-Expressive Function and Attitude Toward Kopitiam (Coffee Shop)

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Displaying halal logos from JAKIM, the main department responsible in awarding Halal certification in Malaysia may affect how Muslim consumers perceive Kopitiam (coffee shop) operators since patronizing it is an accepted culture. Since 61.3% of Malaysia’s population are Muslims who are bounded by religious rules on which halal is mandatory to adhere to, the issues of halal and confidence in the logo are contemporary here. Following Functional Theory of Attitudes, this study hypothesizes that Kopitiam consumers’ value expressive functions (self-concept) would influence their attitude towards the Kopitiam (like feelings of attachment and dis/liking). Importantly, consumer’s confidence in halal logo is also hypothesized to moderate the relationship between consumers’ value expressive functions and attitude toward Kopitiam. Results from a survey on 120 Muslim consumers’ confirmed the moderating role of consumers’ confidence of halal logo; value expressive functions directly influenced attitude toward Kopitiam and this changed as consumer’s confidence in halal logo was found to strengthen the relationship between the two variables. High level of confidence was observed to increase the effect of consumer’s value expressive function as well as their attitude toward Kopitiam. This implies the significance of JAKIM Halal logo on consumer’s evaluation of food outlets they patronized. Food operators should consider applying for it. The government should make obtaining of JAKIM’s halal certification easier for food operators.
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Keywords: Attitude Toward Kopitiam; Confidence in Halal Logo; Muslim Consumers’; Value-Expressive Functions

Document Type: Research Article

Affiliations: Graduate School of Business, Universiti Sains Malaysia, 11800, Penang, Malaysia

Publication date: November 1, 2017

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