This book dives into the fast-growing global halal food industry through the lens of Malaysia one of the world's leading halal hubs. With Muslim and non-Muslim consumers alike seeking halal-certified products for their quality, safety, and ethical values, this book explores what truly drives purchase decisions. Backed by fresh consumer insights and real-world case studies, it unpacks how product labelling, pricing, and country-of-origin shape Malaysian Muslim consumers' intentions to buy imported halal food. (Economic & Business)