AGRARIS: Journal of Agribusiness and Rural Development Research Vol. 4 No.1 Januari -Juni 2018 WIDODO, SITI YUSI RUSIMAH, NOVITA CHOIRUNISA Department of Agribusiness Universitas Muhammadiyah Yogyakarta widodo@umy.ac.id Factors Affecting to Consumers’ Attitude towards Halal Label on Nugget and Sausage Packaging: A Case Study on Housewives at One Residential in Yogyakarta City h t t ps : / / doi .or g/ 10.18196/ agr .4158 ABSTRACT Halal status of meat products is a credence attribute which is not visible and cannot be verified by consumers. Therefore, halal la- bel is an important cue for consumers about the halal meat product. This study aimed to measure the consumers’ attitude and to clarify the demographic and psychological factors that affected the consumers’ atti- tude towards halal label on nugget and sau- sage packaging. The data of this study was collected in 2016 at one residential in Yogyakarta City. Meanwhile, respondents of 50 Muslim housewives were selected through simple random to fill out the self- administered questionnaire. To measure consumers’ information was used a 5 Likertscale of statement. While a binary lo- gistic regression model was employed to analyse the effects of the demographic and psychological factors on consumers’ attitude. The results showed that respon- dents perceived the label of council of certification, Arabic script of halal, and food ingredient could very well indicate the halal nature of nugget and sausage. Furthermore, respondents tend to use them to investigate the halal nature. The demographic factor which affected the variation of consumers’ attitude towards halal label was households’ expenditure of food, meanwhile the psychological factor which affected the variation of consumers’ attitude towards halal label was family habit of purchasing halal foods. Based on this results can be con- cluded that the respondents of housewife strongly believe on halal label on nug- get and sausage packaging but they do not examine thoroughly. Respondent of housewife’s attitude toward halal label improved due to an increasing on house- holds’ expenditure on food and a well family habituation. Key words: attitude, consumers, halal label, meat product INTRODUCTION Indonesia’s halal food sector has developed dramatically. In fact, the num- ber of companies and products which were certified halal by the Indonesian Ulema Council (MUI) has increased sharply. Halal certified products (food and non-food) increased from 32,889 in 2012 to 114,262 in 2016 (Lembaga Pengkajian Pangan Obat obatan dan Kosmetika Majelis Ulama Indonesia, 2018). The Halal market in Indonesia represents US $78.5 billion (Ratanamaneichat & Rakkarn, 2013). Meanwhile, in 2020, Indonesian population is projected to be 271 million (BPS Statistics Indonesia, 2013), with over 85% of the popula- tion are Muslims. Thus, it is a huge potential market for halal products. Halal is a code of conduct which is permitted by law of Islam and it applies to every activity carried out by a Muslim (Mohammed, Rezai, Shamsudin, & Chiew F.C., 2008). It also refers to food that are permissible for Muslim to consume (Ambali & Bakar, 2013). All foods are considered halal except pork and its by-products, animals improperly slaughtered or are dead before slaugh- tering, animals killed in the name of other than God. Moreover, non-halal mailto:widodo@umy.ac.id 37 Vol. 4 No. 1 Januari-Juni 2018 products include drinks that intoxicate, carnivorous animals, birds of prey, land animals without external ears, blood and blood by-products, and foods that are contaminated with any of the above mentioned products (Riaz & Chaudry, 2004). Animals’ meat must be from animal slaughtered in the Is- lamic manner and must not be dedicated to anyone but Al- lah and must be obtained through lawful manner (Said, Hassan, Musa, & Rahman, 2014). The processed food that is purchased by Muslim must be halal. Hence, Muslim consumers are found to be very par- ticular and sensitive about the halal of processed foods they purchased (Mohammed, Rezai, Shamsudin, & Chiew, 2008). Halal status of meat product is a credence attribute which cannot be ascertained by the consumer, even upon consump- tion of the meat. The halal meat product chain begins from the farm to the table that all characteristics of these meat products are not visible and cannot be verified by the con- sumer (Nakyinsige, Che Man, & Qurni, 2012). Therefore, halal label is an important cue for consumers about the halal meat product (Weinrich & Spiller, 2016). Food labels would provide information and choice to Muslim consumers (Adams, 2011). Moreover, the halal labelling that is certified by authorized council would protect Muslim consumers from non-halal foods (Hidayat & Siradj, 2015; Syafrida, 2017). It is clear that there is a significant association between label use and the quality of products purchased. For example, nutrition label use leads to healthier food purchases (Ni Mhurchu, Eyles, Jiang, & Blakely, 2018). The effects of label on quality perception and acceptability of chicken meat be- come more proven when consumers understood and trusted the label claims (Samant & Seo, 2016). A multi-level label- ling system achieves more products that are purchased by consumers (Weinrich & Spiller, 2016). The findings of the previous studies show that halal food consumption behaviour has been identified. Consumers are aware about the important of the official’s halal logo on food product packaging even though they evaluate all kinds of halal clue (Mohammed, Rezai, Shamsudin, & Chiew, 2008). Moreover, halal consumption behaviour is supported by halal label and health related reasons (Ambali & Bakar, 2013). Attitudes towards halal products were important antecedents of intention to purchase halal products and mediated the subjective norm (Briliana & Mursito, 2017). Perceived healthi- ness of existing products was positively associated with the purchase intention of processed meats (Shan et al., 2017). Some studies have revealed the effect a number of factors on halal food consumer behaviour. In case of Malaysia halal food, it was found that different nationalities have different perception towards halal food products, moreover it shows that the consumers’ perception and their level of knowledge and religiosity differs (Grunert, Hieke, & Wills, 2014; Said, Hassan, Musa, & Rahman, 2014). Knowledge and awareness about halal foods, good manufacturing and practices will bring about trustworthiness on food products with halal logo (Mohammed, Rezai, Shamsudin, & Chiew, 2008). Other studies show the roles of religiousity and cultural-value ori- entation toward intentions of Muslim consumers to buy halal food (Ambali & Bakar, 2013; Said, Hassan, Musa, & Rahman, 2014; Jamal & Sharifuddin, 2015) but not signifi- cant predictors of the purchase intention for enriched pro- cessed meat (Shan et al., 2017). Understanding and use of selected label on food products are affected by demographic characteristics (Grunert, Hieke, & Wills, 2014). All the aforementioned studies describe consumers’ behaviour on halal food, attitude toward halal foods and fac- tors that affect their attitude. Moreover, some studies of atti- tude toward halal logo and label on food product have been conducted, but there is not study about consumers’ attitude towards halal label of meat product. Halal logo is logo that indicate product of which has been claimed as halal product by producer, and halal label means written information on packaging that denotes halal meat products, such as halal registration number, council that certified it, the Arabic script of halal, food ingredient, and the brand name. This study aimed to measure the consumers’ attitude toward halal label written on food packaging of nugget and sausage. In addi- tion, this study is to clarify the demographic and psychologi- cal factors that effected to consumer attitude toward halal label. It was hypothesized that the demographic factor, i.e. religiousness, housewife age, housewife education level, and households’ expenditure of food, and psychological factor, i.e. family habit and motive of consumption affect to con- sumers’ attitude toward halal label. METHODS The data of this study was collected in 2016 at one resi- dential in Yogyakarta City. This residential is inhabited by 120 middle upper class multi-cultural households, and most of them are Muslim. Most of the housewives at the residen- tial (80%) are worker so they have less time to serve foods for the family members. Respondents of this study were 50 Muslim housewives whom were selected through the simple random to fill out the self-administered questionnaire. Ques- tions that were asked to the housewives were affective and conative components of attitude (Ortiz, Chiu, Wen-Hai, & 38 AGRARIS: Journal of Agribusiness and Rural Development Research Hsu, 2017) toward halal label on nugget and sausage packag- ing, nugget and sausage consumption, family habit of pur- chasing official halal labelled food, motive of consumption, and religiousness of the family members. Halal label on nugget and sausage packaging was adapted from the concept that has been used on study of nutrition label information (Higginson, Kirk, Rayner, & Draper, 2002) and on study of orange juice and nectar (Ferrarezi, Minim, Santos, & Monteiro, 2013). In this study, the halal label en- compassed with the halal registration number, council that certified it, the Arabic script of halal, food ingredient, and the brand name. The affective component of attitude was expressed with 5 statements on each halal label of “I perceive that the registration number/ council that certified it/ the Arabic script of halal/ food ingredient/ the brand name writ- ten on the product packaging can indicate the halal nature of sausage and nugget”. Meanwhile, the conative component of attitude on each halal label was expressed with 5 state- ments of “I tend to use the registration number/ council that certified it/ the Arabic script of halal/ food ingredient/ the brand name written on the product packaging to indi- cate the halal nature of sausage and nugget”. Referring to (Kulas, Stachowski, & Haynes, 2008), a Likert scale of 1 (rep- resenting absolutely disagree) to 5 (representing absolutely agree) was used to measure the respondents’ statement of affective and conative commponent of attitude. Respondent’ attitude was a composite variable that was defined as the average of affective and conative component, thus the re- spondents’ attitude score on the halal label runs from 1 to 5. Based on the average score, respondents’ attitude toward halal label are categorized in 3 levels, i.e low (score 1 – 2.33); fair (score 2.34 – 3.66); and high (score 3.67 – 5). A 5 scale runs from 1 (representing strongly disagree) to 5 (representing strongly agree) is also used to measure some independent variables, namely: i) family habits, was defined as a statement of “I come from a family that inculcates the habit of consuming halal products”; ii) the motive of con- sumption was defined as a statement of “I buy sausage and naget to provide varied side dishes”; iii) religiousness as mea- sured by three statements of “I attended recitals held in the neighborhood / I attended tahlilan group / I attended a prayer in congregation in mosque”. Thus, the scores for family hab- its and motive of consumption will run from 1 to 5; while the average religiousness score will run from 1 to 5. In addi- tion, the score is used to measure housewife education level, by giving score of 1 for elementary education, score of 2 for junior high school education, score of 3 for high school edu- cation, and 4 of for higher education. Other independent variables i.e. housewife age was measured in years; and house- holds’ expenditure of food was measured in Rupiah per month. Both descriptive and regression analyses were performed to analyse the information collected from the samples. The descriptive analysis was used to analyse the housewife respon- dents’ demographic and psychological characteristics. Mean- while, a binary logistic regression model (Menard, 2011) was used to predict the influence of family habit, religiousness, housewife age, housewife education level, motive of consump- tion, and households’ expenditure of food on consumers’ attitude. The mathematical model, as it was used by (Aufanada, Ekowati, & Prastiwi, 2017; Widodo, Kamardiani, & Rahayu, 2016), is written as: ln P 1-P =β 0 +β 1 Hbt+β 2 Rlg+β 3 Age+ β 4 Edu+β 5 Mot+β 6 Exp P was consumer’s attitude (P=1, if housewife’s attitude was high, P=0, if housewife’s attitude was fair or low), Hbt was family habit (score), Rlg was religiousness (score), Age was housewife age (year), Edu was housewife education level (score), Mot was motive of consumption (score), and Exp was households’ expenditure of food (IDR per month). Maximum likelihood was implemented to estimate the regression coefficients, and the purpose this estimation was to find the optimal combination of independent variables to maximize consumers’ attitude. Chi-squared distribution was used to test the different between their log-likelihood of the null model and the hypothetical model. Moreover, the Wald test was used for testing the significance of individual inde- pendent variables. RESULTS AND DISCUSSION DEMOGRAPHIC PROFILE OF RESPONDENTS All respondents were housewives and most of them (86%) were in the level of productive age (see Table 1). This data shows that the residential has more productive age of house- wives compared to the female population of Yogyakarta City in 2013. Approximately 58% of the respondents’ family has four to five members. In addition, more than 75% of the respondents were employed and 68% of them had tertiary education. This data shows that the housewives at the resi- dential were well-educated and have salary to contribute the family income. Thus, the result indicates that the households at the residential are considered as the middle upper class family. 39 Vol.4 No.1 Januari-Juni 2018 TABLE 1. THE DEMOGRAPHIC PROFILE OF RESPONDENTS OF HOUSEWIFE, IN 2016 (N=50) Descriptions Percentage (%) Age 23-32 33-42 43-52 53-62 26 18 42 14 Household’s member 1 – 3 4 – 5 42 58 Occupation Civil servant Private sector Self-employed Housewife 22 36 18 24 Education level Primary or junior school High school Higher education 2 30 68 Total 100 RESPONDENTS’ FAMILY HABIT AND MOTIVE OF CONSUMP- TION Respondents of haousewife came from family with vari- ous habit on halal food consumption. Some respondents of housewife came from families who carefully paid attention to halal nature when buying and consuming processed food, but others paid less attention to it. The most of respondents of housewife came from families who paid enough attention to halal nature when buying and consuming processed food. Family habit score of 2.96 (Table 2) showed that the respondent’s family habit on buying and consuming pro- cessed food was not absolutely good. Meanwhile, this research finding showed that purchase on sausage and nugget of the respondents of housewife’s was quite motivated to provide varied side dishes (Table 2). TABLE 2. DESCROPTION OF RESPONDENTS’ FAMILY HABIT AND MOTIVE OF CONSUMPTION Psychological factor Score Family habit Motive of Consumption 2.96 2.88 Note: The score range was 1 – 5 RESSPONDENTS’ CONSUMPTION AND PURCHASE OF NUG- GET AND SAUSAGE Respondents of housewife usually buy sausages for snacks, side dishes, or as one of main course ingredients of soup. Meanwhile, nuggets are commonly consumed as a snack or a side dish. Respondents of housewife purchased nuggets and sausages once for few days. Some brand names of sausage were usually purchased by housewife, such as Vi, Sn, and Ch. On the other hand, the brand names of nugget that were normally purchased by the housewives were Ch, Fs, Bl, Sg, and the others are without a brand name. The majority of nuggets’ brand name that was purchased was Sg. About 44% of housewife respondents purchased nuggets with the brand name Sg (see Table 3). TABLE 3. RESPONDETS OF HOUSEWIFE’S PURCHASE AND CONSUMPTION ON SAUSAGE AND NUGGET, IN 2016 (N=50) Description Presentase (%) Brand name of sausage Vi Sn Ch Brand name of nugget Ch Fs Bl Sg No Brand 34 34 36 10 28 22 44 10 Modern markets have become the favourite place to pur- chase sausages and nuggets. Housewives or other family mem- bers usually purchased sausages and nuggets together with other daily needs. Meanwhile, only the housewives or the family servant purchased sausages and nuggets at traditional markets, depots, or meat product shops. From the previous discussion, it can be concluded that, there are varieties of sausage brand names and the majority was purchased in the modern markets. All purchased brand names of sauage were certified by the authorized council and was written official halal label. Sg was the one of the favourite purchased brand names of nugget. All purchased nuggets were certified by the authorized council and was labelled official halal label except the nuggets which have no brands. AFFECTIVE AND CONATIVE COMPONENT OF ATTITUDE TO- WARD HALAL LABEL This study uses the affective-conative of the tri-compo- nent attitude model (Dwiastuti, Shinta, & Isaskra, 2012) to investigate consumers’ attitude toward the halal label writ- ten on product packaging. Affective is an individual’s subjec- tive perception of positive or negative emotions and feelings of attitude generated by interactions with some halal labels, while conative is the final behavioural intention based on an individual’s perception and feeling (Ortiz, Chiu, Wen-Hai, & Hsu, 2017). 40 AGRARIS: Journal of Agribusiness and Rural Development Research There were five items of halal label that were investigated in this study; they include registration number, council of certification, the Arabic script of halal, food ingredient, and the brand name. The council of certification and Arabic script of halal can be read on the official logo of halal that was written on each packaging. The registration number of halal is an official number which anyone has an access to check the product’s name, the production company, and the vali- dation date on the official halal council website. Respon- dents perceived that council of certification, Arabic script of halal, and food ingredient could very well indicate the halal nature of sausages and nuggets. Meanwhile, respondents per- ceived that both the registration number and the brand name can fairly indicate the halal nature (Table 4). One can con- clude that respondents of housewife absolutely believe in the official logo of halal without checking the validity of the logo written on the packaging. Moreover, it can be concluded that respondents of housewife feel confident about the informa- tion which was company written on the nuggets and sau- sages packaging. Respondents of housewife tend to use the written ingre- dient information on the packaging highly to indicate the halal nature of sausages and nuggets. Respondents of house- wife particularly refer to the raw ingredients such as the use of beef and chicken written on ingredient information to indicate the halal nature of the meat products. All purchased sausages were made from chicken or beef, while nuggets that were purchased by the respondents of housewife were made from chicken. Furthermore, respondents of housewife tend to use the Arabic script and council of certification to inves- tigate the halal nature of the sausages and nuggets, but they did not use the registration number. Actually, the respon- dents of housewife are able to verify the halal label of one product on official site of Assessment Institute for Foods, Drugs and Cosmetics (it is known in the Bahasa Indonesia as Lembaga Pengkajian Pangan, Obat-obatan dan Kosmetika/ LP-POM) properly by entering the registration number. How- ever, this study shows that the respondents of housewife did not tend to use it to denote the halal product. It can be con- cluded that the consumers care to all the written ingredients information on the packaging, the official logo given by the council of certification, and the typical Arabic script of halal, however they less care to the registration number and brand name. Statement of affective Mean Score Score attainment (%) Category I perceive that the registration number listed on the product packaging can indicate the halal nature of nugget and sausage 3.28 57.0 Fair I perceive that the council of certification can indicate the halal nature of nugget and sausage 4.32 83.0 High I perceive that the Arabic script of halal can indicate the halal nature of nugget and sausage 4.48 87.0 High I perceive that the ingredient typed on packaging can indicate the halal nature of nugget and sausage 4.42 85.5 High I perceive that the brand name can indicate the halal nature of nugget and sausage 2.58 52.0 Fair Totally 3.91 72.0 High TABLE 4. AFFECTIVE COMPONENT OF ATTITUDE TOWARD HALAL LABEL OF RESPONDENT OF HOUSEWIFE, IN 2016 TABLE 5. CONATIVE COMPONENT OF ATTITUDE TOWARD HALAL LABEL OF RESPONDENTS OF HOUSEWIFE, IN 2016 Statement of conative Mean Score Score attainment (%) Category I tend to use the registration number written on the product packaging to indicate the halal nature of nugget and sausage 2.76 44.0 Fair I tend to use the council of certification listed on the product packaging to indicate the halal nature of nugget and sausage 3.90 72.5 High I tend to use the Arabic script listed on the product packaging to indicate the halal nature of nugget and sausage 4.18 79.5 High I tend to look at the ingredients written on the product packaging to indicate the halal nature of nugget and sausage 4.34 83.5 High I tend to use the brand name to indicate the halal nature of nugget and sausage 2.78 44.5 Fair Totally 3.59 64.8 Fair 41 Vol.4 No.1 Januari-Juni 2018 FACTORS AFFECTING THE ATTITUDE TOWARD HALAL LABEL Respondents’ attitude toward halal label was affected by some factors. A binary logistic regression was applied to ex- plain such factors that affected the respondents’ attitude to- ward halal label. TABLE 6. THE RESULT OF BINARY LOGISTIC REGRESSION ON ATTITUDE TOWARD HALAL LABEL Variable  Wald p Exp () Family habit 6.377 4.544 0.033 587.943 Religiousness -2.512 1.762 0.184 .081 Housewife age -0.065 1.223 0.269 .937 Housewife education level -0.300 0.067 0.795 .741 Motive of consumption -2.808 1.103 0.294 .060 Households’ expenditure of food 0.005 3.047 0.081 1.005 Constant -8.861 Nagelkerke R square = 0.7777 Chi square = 43,684 p = 0.000 Overall percentage = 92% The resulted Chi-square was 43.684 with degree of free- dom equals to 6 and p-value less than 0.001 (Table 6). It suggested that there was adequate fit of the data to the model. This finding implied that there was at least one of the vari- ables of family habit, religiousness, housewife age, housewife education level, motive of consumption, and households’ expenditure of food was significantly related to the variation of consumers’ attitude towards the halal label. The overall accuracy of these independent variables to predict consumers’ attitude toward halal label was both 92% of positive and negative prediction using cut value of 0.5. It means that 92% of both negative and negative cases could be predicted correctly by the variables used in this model. For testing individual variable, the estimated coefficients of logistic regression were assessed by the Wald test. The vari- able of family habit and households’ expenditure of food affected significantly to the variation of respondents’ attitude towards the halal label. It means that a better family habit and higher households’ expenditure of food improved the consumers’ attitude toward halal label. However, the vari- able of religiousness, housewife’s age, housewife’s education level, and motive of consumption did not affect significantly to the variation. All human have habitual behaviours that allow to carry out essential tasks very easily (Waller Jr., 1988). Habits keep us doing what we have always done, despite our best in ten- sions to act otherwise (Neal, Wood, & Quinn, 2006). In any case if a habit is routine, if the circumstances for which the habit developed disappear, the habit should not persist (Waller Jr., 1988). Research address that habits drive con- sumer choices (Neal, Wood, & Quin, 2006), however prac- tice is the perfect form of drill (Waller Jr., 1988). This study revealed a well habituation and attitude to- ward halal label but respondents of housewife just believe on official halal certification logo written on packaging. Respon- dents of housewife did not use registration number to check the authenticity of the logo of halal. The halal registration number consists of 12 numbers which was small size listed on each packaging product item. Although, respondents housewife can use their smartphone to check it, but she met difficulties and spend much minutes to enter a lot of num- bers. This finding indicates that respondents of housewife thoroughly belives to the official certification logo, and this finding is in contrary to Malaysia that consumers evaluate all kinds clue of halal (Mohammed et al., 2008). An explana- tion of this research finding was a lack knowledge on their religion especially on practical knowledge of halal food (Ambali & Bakar, 2013). Another explanation was that ha- bituated individuals were more intuitive responses with re- gard to consumption of the involved product category (Tendero & Bernabéu, 2005; Olsen et al., 2008). This study found that families’ best habit practice on purchasing the halal label food improved the attitude of housewife. Parents played central role on their families’ habit and parental control to children has been associated to habit of their children. This study showed that respondents of housewife who come from family that have a good habit on purchasing halal products have a better attitude toward halal label. Respondents of housewives whom are accustomed to purchased halal labeled products tend to pay attention to various label that indicate the halal nature of the nugget and sausage and use it as a consideration in purchasing the prod- uct. This finding was in line with previous studies of family well habituation. For example, controlling of parents on which television programs were watched by children would lead nutritional behaviour (Nascimento & Fiates, 2013). Moreover, young consumers’ were less ability to implement such knowledge into the reality of their daily food behaviour (Brown, Mcilveen, & Strugnell, 2000) especially on urban household (Y1ld1r1m & Ceylan, 2008). Households’ expenditure indicates economic well-being, and it is a better measure of the family permanent income (Meyer & Sullivan, 2011). The variable of household expen- diture related to family choice of food purchased and food knowledge (Liu & Niyongira, 2017). Religious knowledge or 42 AGRARIS: Journal of Agribusiness and Rural Development Research belief is the best guide to determine one’s food consumption because several religions impose food restrictions (Ambali & Bakar, 2013). This research finding reveals that an increasing on house- holds’ expenditure of food leads a better respondents of housewife’s attitude toward halal label. A higher households’ expenditure of food means a more choice on purchased food and reveals higher family well-being. An explanation of this research finding was that a higher households’ expenditure of food has a more chance to avoid non halal food by care- fully selected halal food. Not only religious motive, another explanation was that %alal food consumption related to health issues. This research finding supported the past re- search. It was found that upper and middle class have in- crease quality of food intake (Y1ld1r1m & Ceylan, 2008; Khattak & Akram, 2012), and members of different groups are likely to make purchase decisions which are influenced by their identity (Schiffman & Kanuk, 2007). Paradigm of food was radically restructured from “food as health” to “food as well-being”. The concept of food well- being (FWB) is defined as a positive psychological, physical, emotional, and social relationship with food at both indi- vidual and societal levels (Block et al., 2011; Ferriss, 2002). The concept of FWB was looked at as happiness (subjective well-being), or respectively as material well-being (material utility) and as psychological well-being (psychological utility) (D’Acci, 2011). Consuming halal food must be abided by all Muslims, and according to the concept of FWB, consump- tion of halal food indicates the family well-being (Noor, Gandhi, Ishak, & Wok, 2014). Formal education, religious activities followed by respon- dents of housewife, as well as the daily interactions of house- wives do not provide knowledge of procedures on the selec- tion of halal food products including meat products. There- fore, higher education of housewives, better religious activity and age do not raise awareness of the housewife on the role of label to indicate halal food that will be purchased. This fact causes the education level of housewife, religiousness, and age of housewife do not affect to consumers’ attitudes toward halal label. Motivation of housewife to provide more varied food without followed by a good level of knowledge about halal label also makes the motivation has no effect on consumer attitudes toward halal label. Previous research ex- plains this finding that exposure to information of halal food that was received by consumers determinate the awareness about halal food consumption (Ambali & Bakar, 2013), fur- thermore consumers will change their purchasing of food product as a result of the information (Koç & Ceylan, 2009). CONCLUSION Halal label is an important cue for Muslim which denote the halal meat product due to halal status of meat product cannot be ascertained by consumer. This research conclude that the respondents of housewife strongly believe on halal label on nugget and sausage packaging but they do not exam- ine thoroughly. Respondent of housewife’s attitude toward halal label improved due to an increasing on households’ expenditure on food and a well family habituation. Based on this cases, producers of meat product are strongly suggested to certified their product to the official council and clearly write the halal logo and registration number on the product packaging. 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