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Introduction
As a multiracial country that is known to practice various religions, Malaysia has been recognized as a halal hub which has also become an example for other countries (Widodo, 2013). In fact, the halal products and services sector is one of the important sectors contributing to Malaysia’s economy. For example, the global halal market value in halal food is estimated at US$547bn per year. This phenomenon has created interests from food producing countries worldwide. This latest trend of the change in behavior among Muslim consumers is because of two crucial reasons, namely, the increasing number of Muslims around the world and the raising awareness among current generations (Ahlam et al., 2015).
As Muslims, regardless of where they are, be it in a Muslim majority community or a non-Muslim majority community, they are very much concerned with the emphasis toward having halal food. It is vital for Muslim consumers to have a positive attitude and awareness on halal food consumption. Having halal food is part of religious obligations. The Qur’an stated that Muslims have to give important emphasis toward the use of halal products that do not contain forbidden ingredients, for example, Surah Al-Ma’idah Verse 5:90, says that:
O you who believe!Khamr (all kinds of alcoholic content), gambling, Al-Ansaab, and Al-Azlaam (arrows for seeking luck or decision) are Rijs of Shaitaan’s (Satan) handiworks. So avoid (strictly all) that (abomination) in order that you may be successful.
In terms of food consumption, this verse stated that Muslims are prohibited from eating the flesh of pork and its derivatives, as it is a sin and impiety to do so. These prohibitions have been stated by the Islamic law as guidelines to all humankind from committing any wrongdoings. Besides, consuming substances which are deemed as haram or forbidden, the usage of these substances as adulterants or additives in food products are also forbidden in Islam. This is clearly demonstrated in many verses of the Qur’an. In Surah Al-Maidah, for example, Allah says:
Forbidden unto you (for good) are carrion and blood and flesh of the swine, and that over which is invoked the name of other than Allah, and the strangled, and the dead through beating, and the dead through falling from a height, and that...