Halal Food Marketing: A Case Study on Consumer Behavior of Chicken-based Processed Food Consumption in Central Part of Java, Indonesia

Global awareness of halal product is rising. Indonesia is a huge market for halal product, and has just legalized regulation on halal product guarantee. The recent dynamics urge the importance of knowledge of consumer's behavior on halal product. This study attempted to describe consumer's behavior, especially on the consumption of chicken-based food that is very popular in Indonesia. The case study was done in Yogyakarta and its surrounding. The findings suggest that consumers considered the halal of food, although they put it second after the food taste. The consumer's knowledge about halal seemed differ among consumer's groups, but they agreed on perception that religion as well as nutrition were factors influencing their decision to consume halal food.