As a result of the increasing number of the Muslims population in the world and accordingly the consumption of the halal food, products, and services, a greater development in the halal industry is further recognized. Lately, the consumption of halal food has experienced an increase by both Muslim and non Muslims consumers, which is affected by many various factors. The present research was concerned with investigating the purchasing intention of non Muslims consumers towards the halal food. Taiwan was chosen as a non Muslims country having different food culture and with many foreigners on the island, including Muslims from different countries. Focusing on the Theory of Planned Behavior (TPB), the present study examined the variables that could affect non Muslims consumers’ purchase intention for halal food. A sample of 230 non-Muslim Taiwanese were invited to complete an online questionnaire. The findings supported the fact that animal welfare and halal awareness both have a significant influence on attitude, and perceived behavioral control (PBC) of non-Muslim consumers. Furthermore, it supported the fact that halal awareness has a significant influence on subjective norms. However, the present study found that there is no association between health consciousness and each of attitude, and perceived behavioral control (PBC) of non Muslims consumers. Adding to this, attitude, perceived behavioral control (PBC), and subjective norms have a significant influence on non Muslims consumers’ purchasing intentions for halal food.

A Abdul, M. B., Hin, C., & Nurwahida, F. (2013). The competitiveness of halal food industry in Malaysia: A SWOT-ICT analysis. Geografia. Malaysian Journal of Society and Space, 9(1), 1-9.
Ahmadova, E., & Aliyev, K. (2020). Determinants of attitudes towards Halal products. Journal of Islamic Marketing, 7(1), 1-25.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Alam, S. S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8-20.
Ashraf, M. A., Joarder, M. H. R., & Ratan, S. R. A. (2019). Consumers’ anti-consumption behavior toward organic food purchase: An analysis using SEM. British Food Journal, 29(6), 412-422.
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting Halal purchase intention–evidence from Pakistan’s Halal food sector. Management Research Review, 38(6), 640-660.
Ayyub, R. M. (2015). Exploring perceptions of non-Muslims towards Halal foods in UK. British Food Journal, 117(9), 2328-2343.
Azam, A. (2016). An empirical study on non-Muslim’s packaged halal food manufacturers. Journal of Islamic Marketing, 7(4), 441-460.
Aziz, Y. A., & Chok, N. V. (2013). The role of Halal awareness, Halal certification, and marketing components in determining Halal purchase intention among non-Muslims in Malaysia: A structural equation modeling approach. Journal of International Food & Agribusiness Marketing, 25(1), 1-23.
Bagozzi, R. P., & Warshaw, P. R. (1990). Trying to consume. Journal of Consumer Research. 17(2), 127-140.
Bashir, A. M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention. British Food Journal, 121(9), 1998-2015.
Bashir, A. M., Bayat, A., Olutuase, S. O., & Abdul Latiff, Z. A. (2019). Factors affecting consumers’ intention towards purchasing halal food in South Africa: A structural equation modelling. Journal of Food Products Marketing, 25(1), 26-48.
Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161.
Bergeaud-Blackler, F. (2018). Social definitions of halal quality: The case of Maghrebi Muslims in France. Bergeaud-Blackler, F. Qualities of food, Manchester, and New York: Manchester University Press.
Bohari, A., Hin, C. W., & Fuad, N. (2013). The competitiveness of halal food industry in Malaysia: A SWOT-ICT analysis. Malaysia Journal of Society and Space, 9(1), 1-9.
Bonne, K., Vermeir, I., & Verbeke, W. (2008). Impact of religion on halal meat consumption decision making in Belgium. Journal of International Food & Agribusiness Marketing, 21(1), 5-26.
Damit, D. H. D. A., Harun, A., Martin, D., Shamsudin, A. S. B., Perniagaan, P. P. P., Kassim, A. W. M., & Kinabalu, K. (2018). Non-Muslim consumers attitude and repurchase behaviour towards Halal food: An application of buyer behaviour model. WSEAS Transactions on Business and Economics, 15(0), 413-422.
Elseidi, R. I. (2018). Determinants of halal purchasing intentions: Evidences from UK. Journal of Islamic Marketing, 9(1), 167-190.
Fishbein, M., Jaccard, J., Davidson, A. R., Ajzen, I., & Loken, B. (1980). Predicting and understanding family planning behaviors. Fishbein, M., Jaccard, J., Davidson, A. R., Ajzen, I., & Loken, Understanding attitudes and predicting social behavior, Englewood Cliffs, NJ: Prentice Hall.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fraser, D. (2008). Understanding animal welfare. Acta Veterinaria Scandinavica, 50(1), 1-7.
Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: The mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683-694.
Golnaz, R., Zainalabidin, M., Mad Nasir, S., & Eddie Chiew, F. (2010). Non-Muslims’ awareness of Halal principles and related food products in Malaysia. International Food Research Journal, 17(3), 667-674.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (Vol. 7th ). United Stated of America: Pearson Education Limited
Haque, A., Sarwar, A., Yasmin, F., Tarofder, A. K., & Hossain, M. A. (2015). Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia. Journal of Islamic Marketing, 6(1), 133-147.
Haro, A. (2016). Understanding TPB model, availability, and information on consumer purchase intention for halal food. International Journal of Business and Commerce, 5(8), 47-56.
Hsiu-Ping, B. (2019). Image of Islam in Taiwan: From Chinese Islam to Global Islam. Journal of Islam in Asia: Special Issue in the China Seas, 16(1), 137-160.
Hsu, F. C., Robinson, R. N., & Scott, N. (2018). Traditional food consumption behaviour: The case of Taiwan. Tourism Recreation Research, 43(4), 456-469.
Hussain, I., Rahman, S. U., Zaheer, A., & Saleem, S. (2016). Integrating factors influencing consumers’ halal products purchase: Application of theory of reasoned action. Journal of International Food & Agribusiness Marketing, 28(1), 35-58.
Jalil, N. S. A., Tawde, A. V., Zito, S., Sinclair, M., Fryer, C., Idrus, Z., & Phillips, C. J. (2018). Attitudes of the public towards halal food and associated animal welfare issues in two countries with predominantly Muslim and non-Muslim populations. PloS One, 13(10), 1-18.
Kurniawati, D. A., & Savitri, H. (2019). Awareness level analysis of Indonesian consumers toward halal products. Journal of Islamic Marketing, 11(2), 522-546.
Laluddin, H., Haneef, S. S. S., Saad, N. M., & Khalid, H. (2019). The scope, opportunities and challenges of Halal industry: Some reflections. International Journal of Economics, Management and Accounting, 27(2), 397-421.
Lim, Y. H., Lada, S., Ullah, R., & Adis, A.-A. A. (2020). Non-Muslim consumers’ intention to purchase halal food products in Malaysia. Journal of Islamic Marketing.
Marmaya, N., Zakaria, Z., & Desa, M. N. M. (2019). Gen Y consumers’ intention to purchase halal food in Malaysia: a PLS-SEM approach. Journal of Islamic Marketing, 10(2), 1003-1014.
Mathew, V. N. (2014). Acceptance on halal food among non-Muslim consumers. Procedia-Social and Behavioral Sciences, 121(0), 262-271.
Miranda-de la Lama, G. C., Estévez-Moreno, L. X., Villarroel, M., Rayas-Amor, A. A., María, G. A., & Sepúlveda, W. S. (2019). Consumer attitudes toward animal welfare-friendly products and willingness to pay: Exploration of Mexican market segments. Journal of Applied Animal Welfare Science, 22(1), 13-25.
Muhamad, N. S. a., Adham, K. A., Said, M. F., & Nasir, N. M. (2020). Exploring internationalization of Halal Taiwan: Analysis of Taiwan’s halal food products in Malaysia. Geografia-Malaysian Journal of Society and Space, 16(2), 151-163.
Mumuni, A. G., Veeck, A., Luqmani, M., Quraeshi, Z. A., & Kamarulzaman, Y. (2018). Religious identity, community and religious minorities’ search efforts for religiously sanctioned food: The case of halal food in non‐Muslim majority markets. International Journal of Consumer Studies, 42(6), 586-598.
Nastasha, N. (2015). A Study of the Relationship between Attitude, Subjective Norms, and Perceived Behavioural Control of Non-Muslim Consumers’ Towards Intention to Purchase Halal Food Products in Malaysia.
Nawawi, M. S. A. M., Abu-Hussin, M. F., Faid, M. S., Pauzi, N., Man, S., & Sabri, N. M. (2019). The emergence of halal food industry in non-Muslim countries: A case study of Thailand. Journal of Islamic Marketing, 11(4), 917-931.
Podsakoff, P. M., MacKenzie, S. B., & Lee, J.-Y. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies Journal of Applied Psychology, 88(5), 879-903.
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63(0), 539-569.
Pradana, M., Wardhana, A., Rubiyanti, N., Syahputra, S., & Utami, D. G. (2020). Halal food purchase intention of Muslim students in Spain: Testing the moderating effect of need-for-cognition. Journal of Islamic Marketing.
Rodiah, I., Keng-Huang, G., & Endang, U. (2019). Islam in Taiwan: History and educational relevance. Educational Review: International Journal, 16(2), 99-112.
Soon, J. M., & Wallace, C. (2017). Application of theory of planned behaviour in purchasing intention and consumption of Halal food. Nutrition & Food Science, 47(5), 635-647.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 154(0), 1-12.
Toma, L., Stott, A. W., Revoredo-Giha, C., & Kupiec-Teahan, B. (2012). Consumers and animal welfare: A comparison between European Union countries. Appetite, 58(2), 597-607.
Vanhonacker, F., Verbeke, W., Van Poucke, E., & Tuyttens, F. (2007). Segmentation based on consumers’ perceived importance and attitude toward farm animal welfare. International Journal of Sociology of Agriculture and Food, 15(3), 91-107.
Wibowo, M. W., Permana, D., Hanafiah, A., Ahmad, F. S., & Ting, H. (2020). Halal food credence: Do the Malaysian non-Muslim consumers hesitate? Journal of Islamic Marketing.
Widyantoro, S., Arsyad, R., & Fathoni, M. (2019). Halal food industry in Southeast Asia’s Muslim majority countries: A reference for non-Muslim countries. Intellectual Discourse. 27(1), 767–781.
Wilkins, S., Butt, M. M., Shams, F., & Pérez Ruiz, A. (2019). The acceptance of halal food in non-Muslim countries: Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism. Journal of Islamic Marketing, 10(4), 1308-1331.
Yang, S.-H. (2019). Do traditional market consumers care about the halal meat label? A case study in Taiwan. International Food and Agribusiness Management Review. 22(5), 781-794.
Yusoff, F. A. M., Yusof, R. N. R., & Hussin, S. R. (2015). Halal Food Supply Chain Knowledge and Purchase Intention. International Journal of Economics & Management. 9(5), 155-172.