ระดับความเชื่อมั่นของผู้บริโภคต่อตราฮาลาลไทย: กรณีศึกษาชาวไทย ชาวมาเลเซีย และชาวอาหรับ
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เม.ย. 24, 2019
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ความเชื่อมั่น ผู้บริโภค ตราฮาลาลไทย
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บทคัดย่อ
อุตสาหกรรมอาหารมีบทบาทที่สำคัญต่อการพัฒนาเศรษฐกิจไทย ไม่ว่าจะเป็นการจ้างงาน โดยเฉพาะอย่างยิ่งรายได้จากการส่งออกตลาดอาหารฮาลาลถือได้ว่าเป็นตลาดที่มีศักยภาพและเติบโตขึ้นอย่างต่อเนื่องความเชื่อมั่นในตราฮาลาลของผู้บริโภคเป็นสิ่งสำคัญสำหรับผู้ประกอบการที่จะเป็นใบเบิกทางในขยายโอกาสในการเจาะตลาดอาหารฮาลาลได้ ดังนั้นการศึกษานี้มีวัตถุประสงค์หลักเพื่อศึกษาระดับความเชื่อมั่นของผู้บริโภคชาวไทย มาเลเซีย และอาหรับต่อตราฮาลาลไทย โดยใช้แบบสอบถามเก็บข้อมูลจากผู้บริโภคชาวไทย มาเลเซีย และอาหรับ จำนวน 400, 383 และ 351 คน ตามลำดับ และนำข้อมูลมาวิเคราะห์เชิงปริมาณ พบว่า ผู้บริโภคชาวไทยมีความเชื่อมั่นต่อตราฮาลาลของไทยอยู่ในระดับมีความเชื่อมั่นมากที่สุด ในขณะที่ผู้บริโภคชาวมาเลเซียและชาวอาหรับมีความเชื่อมั่นต่อตราฮาลาลของไทยอยู่ในระดับมีความเชื่อมั่นมาก โดยผู้บริโภคชาวมาเลเซียมีค่าของระดับความเชื่อมั่นสูงกว่าผู้บริโภคชาวอาหรับ ซึ่งผลการวิจัยนี้ถือได้ว่าเป็นโอกาสที่ดีสำหรับผู้ประกอบการอาหารไทยได้มั่นใจในการใช้ตราฮาลาลไทยเพื่อเจาะตลาดอาหารฮาลาลในประเทศและต่างประเทศ เช่น ประเทศมาเลเซีย และกลุ่มประเทศอาหรับต่อไป
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บทความวิจัย (Research article)
References
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22. National Bureau of Agricultural Commodity and Food Standards. (2017). Halal food standards of Thailand. Retrieved February 15,2017, from http://www.acfs.go.th/halal/index.php
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24. Sakhonkaruhatdej, K., Khorchuklang, S. and Changkaew, L. (2017). Structural relation model of dynamic capabilities, competitive advantage and business success of food processing industry in Thailand. Journal of Business Economic and Communication, 12(1), 32-44.
25. The Halal Science Center (2017). Thailand Halal Assembly 2017. Retrieved May 28, 2018, from http://www.thailandhalalassembly.com
26. The Halal Standard Institute of Thailand. (2017). What is Halal? Why is Halal?. Retrieved February 15, 2017, from http://www.halal.or.th/?module=content&op=detail&content_id=520
27. The International Monetary Fund. (2017). GDP per capita, current prices. Retrieved December 1, 2017, from http://www.imf.org/external/datamapper/NGDPDPC@WEO/OEMDC/ADVEC/WEOWORLD
28. Weber, L. and Carter, A. (1998). On constructing trust: Temporality, self-disclosure and perspective-taking. International Journal of Sociology and Social Policy, 18(1), 7-2.
29. Zikmund, W. G., Babin, B. J., Carr, J. C. and Griffin, M. (2013). Business research methods (9th ed.). South-Western: Cengage Learning.
2. Alam, S. S. and 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.
3. Al-Harran, S. and Low, P. (2008). Marketing of Halal products: The way forward. The Halal Journal. Retrieved February 1, 2016, from http://www.halaljournal.com
4. Ali, A., Ali, A. and Sherwani, M. (2017). Shaping halal into a brand? Factors affecting consumers’ Halal brand purchase intention. Journal of International Food and Agribusiness Marketing, 29(3), 234-259.
5. Ali, A., Xiaoling, G., Sherwani, M. and Ali, A. (2017). Antecedents of consumers’ Halal brand purchase intention: An integrated approach. Management Decision, 56(4), 715-735.
6. Benrit, P. (2016). Factors affecting customer satisfaction of Thai restaurants in Malaysia. Cultural Approach Journal, 17(32), 59-72.
7. Canadian Council of Muslim Theologians. (2007). Halal guidelines 2007. Retrieved January 28, 2017, from http://www.jucanada.org/halalguidelines.html
8. Cochran, W. G. (1977). Sampling techniques. New York: John Wiley and Sons.
9. Department of International Trade Promotion, (2012). Situation on Thai food market in Gulf Cooperation Council: GCC country. Retrieved January 28, 2017, from http://www.ditp.go.th/ditp_web61/article_sub_view.php?filename=contents_attach/95736/95736.pdf&title=95736&cate=610&d=0
10. Export-Import Bank of Thailand. (2013). Halal food market in Malaysia with business opportunity of Thai entrepreneurs. Retrieved July 14, 2017, from http://exim.go.th/doc/newsCenter/42568.pdf
11. Golnaz, R., Zainalabidin, M., Mad-Nasir, S. and Chiew, F. C. E. (2010). Non-Muslims’ awareness of Halal principles and related food products in Malaysia. International Food Research Journal, 17(3), 667-674.
12. Hasnah, S. H. and Hamdan, H. (2013). Experience of non-Muslim consumers on Halal as third party certification mark in Malaysia. Asian Social Science, 9(15), 263-271.
13. Index Mundi. (2017). Malaysia demographics profile 2017. Retrieved November 14, 2017, from https://www.indexmundi.com/malaysia/demographics_profile.html
14. Kettani, H. (lecturer). (January 13-16, 2010). World Muslim population. In The 8th Hawaii International Conference on Arts and Humanities. Honolulu Hawaii, USA: University of Louisville.
15. Lassoued, R. and Hobbs, J. E. (2015). Consumer confidence in credence attributes: The role of brand trust. Food Policy, 52(January 2015), 99-107.
16. Lau, G. T. and Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370.
17. National Statistical Office. (2017). Number and percentage of Muslims in Thailand aged 13 and above by regionin 2011. Retrieved May 10, 2018, from http://service.nso.go.th/nso/nso_center/project/search_center/23project-th
18. Ministry of Commerce. (2015). Push'Halal Thailand' is one of five exporter in the world. Retrieved June 8, 2017, from https://www.dailynews.co.th/economic/321756
19. Mohamed, Z., Rezai, G., Shamsudin, M. N. and Chiew, F. E. (2008). Halal logo and consumers’ confidence: What are the important factors. Economic and Technology Management Review, 3(January 2008), 37-45.
20. Mtoday. (2017). Islamic Central Committee joins the economic police arrest Shaisits’ fake Halal on pork and beef ball together producing. Retrieved July 18, 2017, From http://www.mtoday.co.th/16968
21. Muslimthaipost. (2012). The progressing of CP fake Halal logo, how it going on? What is the problem?. Retrieved July 18, 2017, from http://cicot.muslimthaipost.com/content.php?page=sub&category=80&id=11231
22. National Bureau of Agricultural Commodity and Food Standards. (2017). Halal food standards of Thailand. Retrieved February 15,2017, from http://www.acfs.go.th/halal/index.php
23. Rezai, G., Mohamed, Z. and Shamsudin, M. N. (2012). Assessment of consumers’ confidence on Halal labelled manufactured food in Malaysia. Pertanika Journal of Social Science and Humanity, 20(1), 33-42.
24. Sakhonkaruhatdej, K., Khorchuklang, S. and Changkaew, L. (2017). Structural relation model of dynamic capabilities, competitive advantage and business success of food processing industry in Thailand. Journal of Business Economic and Communication, 12(1), 32-44.
25. The Halal Science Center (2017). Thailand Halal Assembly 2017. Retrieved May 28, 2018, from http://www.thailandhalalassembly.com
26. The Halal Standard Institute of Thailand. (2017). What is Halal? Why is Halal?. Retrieved February 15, 2017, from http://www.halal.or.th/?module=content&op=detail&content_id=520
27. The International Monetary Fund. (2017). GDP per capita, current prices. Retrieved December 1, 2017, from http://www.imf.org/external/datamapper/NGDPDPC@WEO/OEMDC/ADVEC/WEOWORLD
28. Weber, L. and Carter, A. (1998). On constructing trust: Temporality, self-disclosure and perspective-taking. International Journal of Sociology and Social Policy, 18(1), 7-2.
29. Zikmund, W. G., Babin, B. J., Carr, J. C. and Griffin, M. (2013). Business research methods (9th ed.). South-Western: Cengage Learning.