Au Virtual International Conference 2021 Entrepreneurship and Sustainability in the Digital Era Assumption University of Thailand October 19, 2021 Co-hosted by 159 Study Effecting of Halal Logo on Ready-to-eat Meal towards Purchase Intention of Non-Muslim Consumers In Bangkok Tawisa Bunnag 1 , Kitikorn Dowpiset 2 Assumption University, Thailand, kitiorndwp@au.edu Abstract Purpose – This paper aims to determine the effects of halal logo on ready-to-eat meals toward purchase intention of non-Muslim consumers in Bangkok. The factors are halal awareness, halal logo and attitude, which are important factors in affecting the intention of consumers. Research methodology – Data were collected via a questionnaire with a sample of 230 non-Muslim consumers in Bangkok with non- probability sampling, convenience and snowball sampling method. Results – According to the research results, all factors positively impact non-Muslim consumers' purchase intention towards ready-to-eat meal with the Halal logo. Additionally, the research found that non-Muslim consumers have positive attitudes and awareness of the Halal logo similar to those of the Muslim consumers. Although the study focuses on non-Muslim consumers, most of the respondents who participated in the research were Buddhists. Research limitations – The respondents were only limited to Thai nationality in Bangkok. The focus was only on Halal's four variables: Halal awareness, Halal logo, attitude, and purchase intention. Recommendation – This research can support marketing to leverage the understanding of the Halal concept in the food industry to attract Muslim and non-Muslim consumers in domestic and international markets. Keywords: Purchase intention, Attitude, Halal awareness, Halal logo, non-Muslim consumers 1. Introduction With the growth of the Muslim population worldwide, the demand for Halal products is significantly increasing to drive halal food marketing from niche market to mass market. All consumers have roughly the same preferences, and the market shows no natural segments (Kotler & Keller, 2012) within decades. Besides the growth of the Muslim population, the COVID-19 pandemic is also the main factor that drives hygienic awareness in consumption behavior. Shortly, it is estimated that the global halal food industry is extensively growing along with the demand for food safety and food traceability from Muslim and non-Muslim populations. As a non-Muslim country, the interest in halal foods and products has also been increasing in Thailand. Although the Muslim population composes approximately 6 percent (or equal to 4.3 million) of Thailand's total population ("Religions in Thailand | PEW-GRF," 2021), Thailand has established itself as one of the significant halal food producers and exporters in Southeast Asian countries. The country has rapidly become a globally recognized halal hub (Halal food industry during COVID-19, 2021). Accordingly, it is vital for all stakeholders to better understand Halal concepts, terms, and definitions. The first of these terms to be focused on is the word "Halal." Halal, an Arabic term that means permissible, is mainly associated with Muslim communities. It refers to foods and products produced according to Islamic Law and contains no unlawful ingredients. Halal products also include cosmetics, medicine, ingredients etc. Moreover, Mohd Nawawi et al. (2019) cited that halal consumption has been a significant concern for the Muslim population globally, especially in multi-religious and multi-cultural countries such as Malaysia and the USA and European countries, including non-Muslim-majority countries such as Thailand. According to the research of Thailand’s Food Industry (2018), Thailand has long been called "the kitchen of the world" as the food industry contributed roughly 23%