Halal Food Marketing: A Case Study on Consumer Behavior of Chicken-based Proc…

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 c…