The Importance of Halal Labelled Meat towards Muslim Consumers in Brunei Darussalam

Halal logo has played an important role in bringing the end product to market with trust and confidence given from producers to the consumers. Thus, the objective of this study is to determine the importance of halal labelled meat towards Muslim consumers in Brunei Darussalam. Hence, to satisfy the objective, a qualitative method is employed. Data were collected using primary data source where semi-structured interviews were conducted and secondary data by using library research and past literatures review. One local abattoir of halal meat production has been chosen, where two persons who held the positions of halal officer and plant manager from the company were selected to be interviewed. Findings showed that when halal logo being displayed, it will play a vital role in convincing the consumers mainly the Muslims to purchase the meat without having any suspicions on the integrity and quality. Thus, it is important for Muslim consumers to only seek halal labelled meat as it is guaranteed that the procedures from farm to consumption point were observed.