一般大眾對清真食品的認識往往僅限於對宗教上的認知和價值,但隨著安 全和健康意識的提高,清真食品有很大的潛在商機。清真食品是根據清真教法 的要求來製作,同時在食品的生產和製作過程中都符合清真認證。此外,像日 本、新加坡、菲律賓等非穆斯林國家也都表示對清真飲食趨勢的興趣。本研究 探討亞洲地區非穆斯林國家中非穆斯林教徒對清真食品的偏好,研究目的為利 用信任和意識建構的模型來評估其是否影響清真食品接受度和購買意願,本研 究更進一步發現非穆斯林市場對於清真食品接受度的影響因子,研究結果也使 清真食品公司了解清真食品多元化發展的潛能。

The halal concept on food is creating assessment beyond religiosity broaden with universal value. With the raising number of Muslim in the world as well as concern on safety and health, halal food business has huge potential. Non-Muslim Countries have been showing their interest to turn to this halal trend, such as Japan, Singapore, and Philippines. This research explores about Non-Muslim market preferences towards halal food on Non-Muslim country in Asia. The purpose of this research is to evaluate whether the constructed model encompasses of trust and awareness effect the halal acceptance and lead to halal food purchase intention. Using data from 408 respondents in Taiwan, Thailand, and Vietnam, this study applies structural equation modeling technique with partial least square for testing and estimating relationships. We find that trust and awareness directly influence halal acceptance as well as acceptance towards intention. Our study suggests a critical role of business seen this opportunity as huge advantages of board market size. Simultaneously, Halal Acceptance in different groups shows the similar result with another.

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