Perception towards halal imported beef among university student in Universiti Malaysia Kelantan

Beef is known as one of the most demanded meat in Malaysia. The production of beef in the country is insufficient hence the beef had to be imported from other countries to meet the high demand of consumers. Many of the consumers are preferred to purchase and consume imported beef. However, an issue occurred pertaining imported beef due to its halal status. The imported beef was considered as haram when the news outbreak on the smuggling issue of the imported beef and been regarded as food crime. The issue thrust the consumers had the negative perception towards imported beef and do not buy the imported beef. Therefore, the study is conducted to study the level of knowledge among university students and the relationship between demographic factors with attitude towards halal imported beef. The sample size is 280 students and was conducted among the students from University of Malaysia Kelantan in Jeli Campus only. The study was focussed on the university students as the youth is viewed as indicator for future halal industry. For the data collection, an online survey method that provided questionnaires were used in the study to collect data and information from the students. An online questionnaire is encompassed from four sections. The Statistical Package for Social Science Software is used in analyzing the data collected from the survey. The result indicated that the level of knowledge of university students towards halal imported beef is high. The study also found that the most significant factors that influence the perception towards halal imported beef is the knowledge. The study concluded that there is significant relationship between the demographic factors and the attitude towards halal imported beef among university students.