Risk perception towards halal food: A study on non-Muslim consumers in the UK

Abstract

This study examined non-Muslim consumers’ risk perceptions of halal foods and their influence on satisfaction, trust, and recommendation intentions. Data were collected from 350 non-Muslim participants in London using convenience sampling. Descriptive and regression analyses assessed relationships between risk perceptions and key outcomes. Results showed that many non-Muslim consumers lacked a clear understanding of halal requirements, which led to confusion and misconceptions. Environmental risk perceptions were particularly high and negatively affected trust and recommendation intentions. Health risks also reduced consumer trust. Social and quality risks were prominent, with social risks significantly shaping willingness to recommend halal products. In contrast, psychological, financial, and time-loss risks were low and had no significant impact. Overall, findings indicate that environmental, health, social, and quality risks are central to how non-Muslim consumers evaluate halal foods, while other risk dimensions are less influential.