Identifying the influence of the Halal logo on Muslim consumers’ attitudes using fMRI technology

Purpose Halal markets are rapidly growing in terms of market size and global coverage; therefore, there is a critical demand to have a deeper understanding of the consumption behavior of Muslim consumers. This study aims to explore the influence of using the Halal logo on Muslim consumers’ attitudes toward food products using the neuroscience technology of functional magnetic resonance imaging (fMRI). Design/methodology/approach The theory of...