Thematic analysis uses in interpreting Muslim consumers' awareness on halal logo

Abstract EN

The awareness levels on halal logo amongst Muslim consumers are still low, yet have to be directed analytically to demonstrate their expressions.

It is due that the Halal logo intensely perceived as a routine in the ordinary life and culture of the Muslim consumer.

The purpose of the study is to interpret consumers' awareness of the halal logo by using thematic analysis.

Data collected using verbal data interview from focus group sampling technique.

Hence, it is highlighted a few issues influencing their awareness levels such as purchase consideration, educational status, and familiarity level on the halal logo.

Essentially, this study found that strengthening halal logo as unit trust implies as sufficient to avoid purchasing disputes, thus may indicate higher credential when choosing certified -halal products.