Halal Food Perspectives: A cross-sectional survey of neophobic and neophilic mindsets


  • Nurul Aisyah Amir Academy of Contemporary Islamic Studies, UiTM Shah Alam, Shah Alam, Malaysia
  • Mohamad Hasif Jaafar Academy of Contemporary Islamic Studies, UiTM Cawangan Negeri Sembilan, Kampus Kuala Pilah, Kuala Pilah, Malaysia.
  • Shafiq Shahruddin Faculty of Business and Management, UiTM Cawangan Perlis, Kampus Arau, Perlis, Malaysia




Halal, Food Neophobia, Malaysia


This study explores the relationship between halal food and food neophobia in Malaysia. A total of 399 participants were surveyed using the Food Neophobia Scale (FNS). Neophobic individuals were most likely to be generation Z, male, had less than tertiary education, and had a salary less than RM1000. They tended to avoid food due to halal status and weird taste. The findings provide insights into the level of food neophobia among Malaysians and its impact on their acceptance of halal food. The results can aid policymakers and industry stakeholders in promoting inclusive and culturally sensitive food choices.


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How to Cite

Amir, N. A., Jaafar, M. H., & Shahruddin, S. (2023). Halal Food Perspectives: A cross-sectional survey of neophobic and neophilic mindsets. Environment-Behaviour Proceedings Journal, 8(SI14), 177–183. https://doi.org/10.21834/e-bpj.v8iSI14.5061