Journal of Halal Science and Technology

Vol. 1 No. 2 (2022): JHST Vol.1, No. 2, December 2022
Articles

UNDERSTANDING PURCHASE DECISION BEHAVIOUR OF MUSLIM RESIDENTS IN JAPAN: A QUALITATIVE SHADOWING METHODOLOGY

PDF
  • Raihana Mohd Raffi,
  • Nabilah Johari,
  • Shimazono Yosuke,
  • Sumimura Yoshinori
Raihana Mohd Raffi
UNISSA
Nabilah Johari
Halalan Thayyiban Research Centre, Universiti Islam Sultan Sharif Ali
Shimazono Yosuke
Osaka University, Japan
Sumimura Yoshinori
Osaka University ASEAN Campus Brunei, Japan
DOI: https://doi.org/10.59202/jhst.v1i2.524

Published 31-12-2022

Keywords

  • halal, Japan, behavior, influence, shadowing

How to Cite

Mohd Raffi, R., Johari, N., Yosuke, S., & Yoshinori, S. (2022). UNDERSTANDING PURCHASE DECISION BEHAVIOUR OF MUSLIM RESIDENTS IN JAPAN: A QUALITATIVE SHADOWING METHODOLOGY . Journal of Halal Science and Technology, 1(2), 37–45. https://doi.org/10.59202/jhst.v1i2.524

Copyright (c) 2022 Authors

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright Notice

Abstract

Japan has been a destination of choice for Muslims to travel either for work, leisure, or study. While being a popular tourist spot, there are several concerns and challenges experienced by Muslims residing in Japan. Therefore, the purpose of this study is to obtain a complete understanding, in-depth information, and a need to identify the concerns and difficulties faced by Muslim consumers in Japan in accessing halal food. In addition to that, this study also looks into factors influencing Muslim consumers' behavior when buying foods in supermarkets. For this study, the methodology used qualitative shadowing methodology, whereby short observations and interviews took place for further clarity of the participants' backgrounds and purchasing decisions. Two participants have been observed during their trip to supermarkets. The finding shows that Muslim residents’ accessibility to halal food is relatively difficult in non-tourist areas.

PDF