Perceived Halal Friendliness of Korean Food and Its Relationship with Attitudes toward Korean Food and Consumption Intention among Pakistani Muslim Consumers in South Korea
This study examined how the perceived halal friendliness of Korean food influences attitudes toward Korean food and consumption intention among Pakistani Muslim consumers residing in South Korea. A survey was conducted with 132 Pakistani Muslim adults living in Korea, and the data were analyzed using descriptive statistics, exploratory factor analysis, reliability analysis, and multiple regression analysis. The results showed that halal compliance was the most important factor when selecting Korean food, and respondents reported moderate familiarity with Korean food. Among the dimensions of halal friendliness, service environment and information accessibility received relatively higher evaluations, whereas product suitability showed the lowest evaluation. Multiple regression analysis suggested that service environment positively influenced both attitudes toward Korean food and consumption intention. Preparation suitability showed a marginal positive association with the attitudes toward Korean food, while information accessibility positively influenced consumption intention. The product suitability was not significantly associated with either attitudes or consumption intention. These findings suggest that improving the service environments, enhancing access to halal-related information, and ensuring halal-compliant food preparation may promote the acceptance and consumption of Korean food among Pakistani Muslim consumers in South Korea.