Discovering perceptions of Muslim consumers toward the ICRIC Halal logo
Journal of Islamic Accounting and Business Research
ISSN: 1759-0817
Article publication date: 5 September 2016
Abstract
Purpose
The purpose of this study is to explore the perceptions of Muslim consumers on the Islamic Chamber Research & Information Center (ICRIC) Halal logo. In particular, the paper evaluates the main messages of the logo and describes the organization’s characteristics behind this logo.
Design/methodology/approach
This exploratory research conducts a semi-structured interview with visual aids method to identify the Malay Muslim’s perceptions toward the ICRIC Halal logo.
Findings
Results of the study indicate that the word “Halal” in Arabic characters is a very strong visual and emotional element of the logo because it is eye-catching and projects a strong image of credibility and trustworthiness. Using Islamic graphical design in a Halal logo can assist businesses to succeed in the marketplace. Simplicity, appropriate font type and size, suitable colors and total harmony of all elements make a Halal logo attractive and meaningful; the logo signals trust and mirrors the values of the organization.
Research limitations/implications
This research used a qualitative research approach to analyze the perceptions of 25 Malay Muslim students.
Practical implications
Practical implications of this study provide a new window for all Halal certification bodies to realize the importance of the different elements of the Halal logo.
Social implications
This research attempts to introduce a unique Halal logo that is approved by 57 Muslim countries. This unity assists religious consumers with various mathahib to purchase Halal products with confidence.
Originality/value
This pioneer study explores the Muslim consumers’ perceptions of a specific Halal logo in the marketplace.
Keywords
Acknowledgements
The authors wish to express thanks to the anonymous reviewers for their insightful and constructive comments on this manuscript during the revision process. They also thank the respondents for their participation in this research.
Citation
Borzooei, M. and Asgari, M. (2016), "Discovering perceptions of Muslim consumers toward the ICRIC
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited