Author Details:
- Imam Salehudin
- Department of Management, Faculty of Economics University of Indonesia
- imams@ui.ac.id, cc: gsimam@gmail.com
Abstract:
Muslim consumers have strict commandments which guides their consumption behavior. However, Muslim individuals may have different compliance regarding the commandments. This difference in compliance may be explained by difference in halal literacy. Halal literacy is the ability to differentiate permissible (halal) and forbidden (haram) goods and services which came from better understanding of Islamic laws (shariah). Thus, the purpose of this paper is to explore the concept of Halal Literacy as well as to develop and validate an instrument to measure Halal Literacy for Muslim consumers.
Halal literacy was measured using two methods. One method using six items of five point Likert self evaluation scale and the other using fifteen true-false test questions with an option to choose doesn’t know. Proportion of correct and incorrect was used as weights in scoring to represent the difficulty of items. Scoring results were then analyzed with Confirmatory Factor Analysis (CFA) usingWeighted Least Squaremethod to test construct validity. Scores were then used to classify cases into high, moderate and low Literacy groups. Self evaluation halal literacy and switching Intentions are compared between groups using ANOVA to determine concurrent validity.
Only ten out of fifteen items are considered valid using Confirmatory Factor Analysis. ANOVA showed that grouping of high, moderate and low literacy score can distinguish differences in perceived halal literacy and switching intentions between the groups. Post hoc tests and descriptive statistics revealed interesting non linear relationship between the halal literacy scores; self evaluated halal literacy and intentions to switch from products without halal labels.
Keywords: Halal Literacy; Halal Labels; Muslim Consumer; Measurement and Validation; Product Switching Intention
Appendix 1: Summary of Items and Validation Result
A. ACTUAL HALAL LITERACY
|
Code |
Items |
Key |
Validity |
| Which of the following can be considered halal…? | |||
| HL01 | Beef slaughtered by ahlul kitab (Christian and Jews)
Daging sapi yang di sembelih oleh ahlul kitab |
V |
Valid |
| HL02 | Medicine with ingredients containing pig fat
Obat yang salah satu bahan bakunya menggunakan lemak babi |
X |
Not Valid |
| HL03 | Cakes using rum as an ingredient
Kue yang salah satu bahan bakunya adalah rum |
X |
Valid |
| HL04 | Flesh of fish fed partly by feces
Daging ikan yang sehari-harinya diberi makan dengan kotoran |
X |
Not Valid |
| HL05 | Flesh of animals died of old age
Daging hewan yang mati karena usia tua |
X |
Valid |
| HL06 | To eat rang-rang ants
Makan semut rang-rang |
X |
Valid |
| HL07 | To eat the flesh of bighal (mule)
Makan daging bighal (peranakan kuda dengan keledai) |
X |
Valid |
| HL08 | Things harmful to ones health (such as cigarettes)
Semua benda yang memiliki pengaruh buruk bagi kesehatan (seperti rokok) |
X |
Not Valid |
| HL09 | Meat of dhob’un or hyena
Daging dhob’un atau hyena |
V |
Valid |
| HL10 | To eat shark’s fin
Makan sirip ikan hiu |
V |
Not Valid |
| HL11 | To eat the flesh of a cattle slaughtered before it is one year old
Daging hewan ternak jika disembelih sebelum genap berumur satu tahun |
V |
Valid |
| HL12 | To eat halal food used as offering in pagan rituals
Makanan halal yang telah dijadikan sesajen untuk upacara yang berbau syirik |
X |
Valid |
| HL13 | To drink khamr, consumed as medicine
Minum khamr, jika dikonsumsi sebagai obat |
X |
Not Valid |
| HL14 | Dining in a place that also serves alcoholic beverages
Makan/minum di tempat yang juga menyajikan minuman keras |
X |
Valid |
| HL15 | Dining in a place that also serves haram foods, such as pork
Makan/minum di tempat yang juga menyajikan masakan haram seperti babi |
X |
Valid |
Note:
V: True
X: False
B. HALAL LITERACY SELF EVALUATION
|
Code |
Items: State the degree of your agreement with the following statements (5 point Likert scale) |
SLF |
T-value |
Validity |
|
C1 |
I understand Islamic laws of halal and haram for food and drinks
Saya memahami hukum halal – haram untuk makanan dan minuman dalam Islam |
0.66 | 7.93 |
Valid |
|
C2 |
I feel capable to differentiate which food or drinks are permissible (halal) and which are forbidden (haram)
Saya merasa sudah mampu membedakan sendiri mana makanan atau minuman yang dihalalkan atau diharamkan oleh Islam |
0.78 | 9.93 |
Valid |
|
C3 |
I don’t know much about whether certain foods or drinks are permissible (halal) or forbidden (haram) [REVERSE ITEM]
Saya tidak banyak tahu mengenai hukum halal – haramnya suatu makanan atau minuman |
0.66 | 8.23 |
Valid |
|
C4 |
I feel that I need the help of someone else more knowledgeable to differentiate which food or drinks are permissible (halal) and which are forbidden (haram) [REVERSE ITEM]
Saya merasa butuh bantuan orang lain yang lebih paham untuk mengetahui mana produk yang halal dan mana yang haram. |
0.46 | 5.45 |
Valid |
|
C5 |
I feel that I know enough which foods or drinks are forbidden by Islam
Saya merasa sudah cukup mengetahui makanan dan minuman yang diharamkan oleh Islam |
0.69 | 8.43 |
Valid |
|
C6 |
I have enough knowledge to differentiate between permissible (halal) and forbidden (haram) stuffs
Saya punya cukup ilmu untuk membedakan antara barang yang halal dengan barang yang haram |
0.75 | 9.36 |
Valid |
Note: Underlined items are reverse items. All reverse items have undergone reverse coding before analysis.
