BUILDING CONSUMER TRUST THROUGH HALAL BRANDING: A CONCEPTUAL FRAMEWORK FOR MALAYSIA’S HALAL ECONOMY
DOI:
https://doi.org/10.55197/qjssh.v7si4.1554Keywords:
consumer trust, perception of authenticity, consumer attitudes, halal brand awareness, consumer purchasing behaviourAbstract
The halal industry in Malaysia has seen significant growth driven by consumer demand for ethical and religious integrity, and as a global leader, the nation is actively refining branding strategies to associate products with safety and quality. This research aims to address the gap in understanding how brand awareness influences purchasing decisions through complex psychological mechanisms by developing a unified framework integrating trust, authenticity, and attitudes within the halal sector. The study adopts a conceptual methodology, synthesizing current literature to pinpoint theoretical and empirical deficiencies while leveraging the Theory of Planned Behavior to provide a rigorous explanation of consumer decision-making. Analysis reveals that traditional studies often overlook the integration of behavioral dimensions like trust and brand perception, highlighting a need for a more comprehensive model to effectively influence long-term consumer confidence. Ultimately, this study contributes a robust theoretical framework for future empirical validation, offering vital insights for policymakers and practitioners aiming to strengthen Malaysia’s position as a premier halal hub.
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