Acceptance of Halal Food among Non-Muslim Consumers

Nutrition is a necessity of human life. From Islam's point of view, in addition to paying attention to the health of the appearance of food, its internal aspects is so important; therefore, in the discussion of nutrition, the word "Halal" is one of the concepts emphasized by the Qur'an and the infallible's narrations. So, Halal conceptcommonly concerns the Muslim consumers. However, with the raising concern on health, a halal foodbusiness today has huge potential in capturing non-Muslim as target market. The halal concept on food today isbeyond the understanding of religious values alone. It represents hygiene, cleanliness and the quality of the food consumed. The present paper uses a descriptive method and the result of the study may provide an insight to halal food producers to look into the non-Muslimconsumers as one of their target market in halal food industry. The findings may also provide better understanding onfactors influencing the market acceptance on the concept.