Cultural familiarity and religious adherence: exploring Muslim consumers’ willingness to purchase halal food from non-Islamic countries – a case study of Japan

Purpose: This study aims to investigate the key factors influencing Muslim consumers’ willingness to purchase halal food produced in non-Islamic countries, with a particular focus on Japan. The research examines how conscious behavior toward halal foods, concern for halal certification and interest in Japanese cuisine interact to shape purchasing decisions in this unique context. Design/methodology/approach: A survey was conducted with 441 Muslim respondents, and the data were analyzed using structural equation modeling. The model explored the relationships between conscious behavior toward halal foods, concern for halal certification and interest in Japanese cuisine, revealing how these factors contribute to consumer trust and willingness to purchase Japanese halal products. Findings: The findings highlight a significant positive influence of cultural familiarity with Japanese cuisine on the willingness to purchase halal-certified Japanese products. Additionally, conscious behavior toward halal foods plays a critical role in shaping consumer trust in halal certification, which further influences purchasing behavior. The study demonstrates that both cultural interest and religious adherence collectively drive consumer choices in non-Islamic markets. Practical implications: For food producers and marketers, particularly those in non-Islamic countries like Japan, the results suggest that obtaining reputable halal certification and promoting cultural aspects of Japanese cuisine are key strategies for successfully engaging Muslim consumers. Transparency in the certification process and clear communication of halal compliance are essential for building trust and encouraging repeat purchases. Originality/value: This research offers a novel interdisciplinary perspective by integrating cultural and religious factors into the study of halal consumption. It expands the understanding of how Muslim consumers navigate halal food purchasing decisions in non-Islamic contexts, providing valuable insights for market expansion strategies in emerging halal markets like Japan.