Practising Halal Among Modern Malay Muslim Women (Mmw)

This study focuses on the topic of halal branding and its effect on the lives of modern Muslim Malay women (MMW). The study emphasizes the importance and implications of halal certification in Islamic branding, consumer behaviour, advertising and purchasing decision in Malaysia. This study aims to investigate the connection between halal products marketed in Islam and the lifestyles of modern MMW. A total of 30 modern MMW in Kuala Lumpur are interviewed face-to-face using semi-structured interview method; in addition two focus groups are conducted. These participants are recruited through snowball sampling for two focus groups and 30 face-to-face interviews as data for this paper. All participants are asked about Islamic branding and the following questions are posed; what do participants know about it; do they purchase products with that branding; and how they reconcile traditional Muslim values with modern lifestyle in their everyday routine. Findings show that halal requirement does affect modern MMW in their daily lives especially food purchases.