At present, the accreditation of halal certification has been extending from food and beverage industry, to cover a wide variety of products and services, e.g. pharmaceuticals, cosmetics, perfumeries, and tourism. Thai entrepreneurs started to be more aware of halal certification, but not many of them have been applying for halal certificate. One of the obstacles inhibiting the applying process of halal certification stems basically from the lack of knowledge among the entrepreneurs themselves. This research, therefore, aims particularly to explore the values of halal certification as perceived by the cosmetics entrepreneurs. In-depth interviews were conducted in September, 2016 with 12 Muslim and non-Muslim SME entrepreneurs in cosmetics business. Some of them have got the Halal certificate, while others are in the applying process or stated their intention not to obtain the certificate.The interviewed entrepreneurs unanimously agreed that halal certificate is significant in generating product acceptance among the Muslim consumers, with increasing opportunities for exportation to the Muslim countries. In addition, the halal certificate signified the value of religious-ethnical quality and product safety for the Muslim consumers, while, for the non-Muslims, symbolically representing the positive image of the product as being reliable and caring for both the consumers and the society, since chemically toxic ingredients are strictly prohibited. Hence, halal label is presently perceived as the symbol of quality, health, hygiene, and ethical practices of all parties concerned.
Sumittra Sriviboone, Bangkok University, Thailand
Rosechongporn Komolsevin, Bangkok University, Thailand
Stream: Humanities - Ethnicity, Difference, Identity
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