Consumer Awareness of Halal Foods and Supply Chain to Ensure Higher Food Integrity in Japan

1.

Questionnaire to Muslim and non-Muslim consumers in Japan
We investigated consumer awareness of 50 Muslim and 50 non-Muslim respondents in Japan.

In other words, this investigation was carried out among（1）non-Japanese Muslim and（2）non-Muslim Japanese. Table 1 shows gender, age, home country, and length of stay of non-Japanese Muslim respondents. The 50 non-Muslim respondents were all Japanese, and their age was
20―29 years old. Their gender was 33 males and 14 females, but three respondents did not respond.
The questionnaire was composed of four sections. The first section was demographic characteristics（gender, age, home country, length of stay for Muslim ; gender, age, hometown in Japan,
travel experience outside Japan for non-Muslim）. The second section was about whether theyknew about halal certification and Muslim friendly policy. In the third and fourth sections, weasked respondents about required information of food and restaurant selection. For food selection,a respondent checked required information from ten choices to purchase foods in Japan : halal
certification, Muslim friendly, ingredient labelling, place of production, producer, price, breeding
method, processing method, distribution method, and expiration date. Finally, we asked where therespondent purchased halal foods in Japan : supermarket, department store, online shopping website, and others.
For restaurant selection, we first asked availability of restaurants which the respondent often used. Similar to food selection, we asked required information from ten choices to select arestaurant. Furthermore, the additional choice of Muslim employee was included in the questionnaire. Respondents checked their required information from eleven choices.
Table 1

Demographic property of 50 Muslim respondents.

GenderMaleFemale

Home Country
428

Afghanistan 2, Bangladesh 17,India 1, Indonesia 8, Iran 4,Malaysia 6, Pakistan 4,
Sri Lanka 2, Tajikistan 1, Turkey 5

AgeBelow 20 years
20-29 years
30-39 years
40-49 years
N.A.

2.

Length of Stay130
144
1Less than 1 years
1 or less than 5 years
5 or less than 10 years
10 or less than 20 years
20 years and overN.A.

824
97
1
1

Correspondence analysis
Required information for food and restaurant selection was analyzed by correspondence anal-ysis using IBM SPSS Statistics 23.0. It was a type of principal component analysis of categorized
data［1］.

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3.

Results of food selection
Most Muslim respondents had knowledge of halal certification, but four respondents did not.

They came from South or West Asia. Muslim friendly policy had not been known widely within
Muslim respondents. Twenty-nine respondents（58%）had knowledge of it, but the others（42%）
did not. This knowledge did not depend on home county and length of stay.
Correspondence analysis of Muslim respondents showed six dimensions to explain 86.2%. Table 2 shows the result of the correspondence analysis. The mass was higher for halal certification（0.257）, ingredient labelling（0.229）, Muslim friendly（0.123）, expiration date（0.123）, and price（0.106）, meaning that most Muslim consumers needed such information for food selection. Fig. 1（a）illustrates the biplot of required information and Muslim respondents for the dimensions 1and 2.
They were categorized into four groups. The first pursued required how to produce foods,i.e., breeding and processing methods. The second had priority to distribution method. The third
demanded more information of Muslim friendly policy. On the contrary to the first, the fourth
checked information of producer and place of production.
Non-Muslim respondents did not need halal certification and Muslim friendly for their foodselection. Correspondence analysis showed that four factors were adopted until 80.8% as shownin Table 3. The mass was higher for price（0.295）, expiration date（0.295）, ingredient labelling（0.181）, and place of production （0.174）. The top three information was the common whichnon-Muslim and Muslim respondents demanded in Japan. Fig. 1（b）illustrates the biplot of required information and non-Muslim respondents for the dimensions 1 and 2. Some of them required how to produce and deliver foods（breeding, process, and distribution methods as well asproducer）.

Table 2

Result of correspondence analysis for food selection of Muslim respondents.
（a）Dimension

Inertia138

Abstract（b）
Contribution

Mass of required information

Required Information

Mass

Individual

Cumulative

Halal Certification

0.257

0.292

0.206

0.206

Muslim Friendly

0.123

20.2490.1760.381

Ingredient Labelling

0.229

30.222

0.156

0.538

Place of Production

0.050

40.178

0.126

0.663

Producer

0.022

50.145

0.102

0.766

Price0.106

60.137

0.097

0.862

Breeding Method

0.006

Processing Method

0.067

Distribution Method

0.017

Expiration Date

0.123

Consumer Awareness of Halal Foods and Supply Chain to Ensure Higher Food Integrity in Japan

Table 3Result of correspondence analysis for food selection of non-Muslim respondents.
（a）Dimension

Inertia

1Abstract（b）
Contribution

Mass of required information

Required Information

Mass

Individual

CumulativeIngredient Labelling

0.181

0.312

0.299

0.299

Place of Production

0.174

20.209

0.201

0.500

Producer

0.027

30.180

0.172

0.672

Price0.295

40.142

0.136

0.808

Breeding Method

0.006

Processing Method

0.013

Distribution Method

0.007

Expiration Date

0.295（a）Muslim consumers in Japan（b）Non-Muslim consumers in Japan
Fig. 1 Correspondence analysis of food selection for（a）Muslim respondents and（b）
non-Muslim respondents in Japan. Square shows required information, and circle means
respective respondents.

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Table 4

Result of correspondence analysis for restaurant selection of Muslim respondents.
（a）Dimension

Inertia

1（b）
Contribution

Mass of required information

Required Information

MassIndividual

Cumulative

Halal Certification

0.264

1.000

0.319

0.319

Muslim Friendly

0.121

20.472

0.150

0.469

Ingredient Labelling

0.165

3

0.413

0.132

0.601

Place of Production

0.033

40.331

0.106

0.706

Producer

0.011

50.274

0.087

0.794

Price0.044

6

0.243

0.077

0.871

Processing Method

0.033

Distribution Method

0.011

Expiration Date

0.033

Muslim Employee

0.286

Table 5Result of correspondence analysis for restaurant selection of Muslim respondents.
（a）Dimension

Inertia

14.

Abstract

Abstract（b）
Contribution

Mass of required information

Required Information

Mass

Individual

Cumulative

Ingredient Labelling

0.097

0.540

0.321

0.321

Place of Production

0.081

20.474

0.281

0.602

Producer

0.016

3

0.393

0.233

0.835

Price

0.726

Expiration Date

0.081

Results of restaurant selection
The thirty-seven Muslim respondents（74%）had their available restaurants, but the twen-ty-three consumers（26%）did not have. Correspondence analysis for restaurant selection of Muslim respondents, six dimensions were adopted until 87.1% as shown in Table 4, but none selected
bleeding method. The mass was higher for Muslim employee（0.286）, halal certification（0.264）,
ingredient labelling（0.165）, and Muslim friendly（0.121）. Muslim consumers had similar needs ofrestaurant selection compared with food selection.
Non-Muslim respondents did not need halal certification and Muslim friendly similar to foodselection. In addition, they did not need how to produce and deliver foods at restaurants（bleeding, processing, and delivery methods）. Correspondence analysis showed that three dimensions
were adopted until 83.5% as shown in Table 5. Price was the highest mass（0.726）among required information.
5.
5. 1Discussion
Selection of foods and restaurants by consumers in Japan
Correspondence analysis indicated that Muslim and non-Muslim respondents had similar40Consumer Awareness of Halal Foods and Supply Chain to Ensure Higher Food Integrity in Japanneeds of ingredient labelling, expiration date, and price for food selection. In addition, Muslim respondents primarily demanded halal certification. Currently, halal foods had not been widely
available in Japan ; therefore, Muslim friendly policy was the second priority in food supply chain
for Muslim consumers. However, Muslim consumers had relatively diverse needs in Japan forfood selection.
As shown in Fig. 1（a）, Muslim respondents were categorized into four groups. The firstand second groups needed detailed information regarding how to produce and deliver foods（breeding, processing, and distribution methods）. They did not feel relieved to Muslim friendly
policy. In addition, the second group had anxiety of distribution method. On the other hand, thethird and fourth groups needed information of producer and place of production. As described
previously, some manufactures adopted Muslim friendly policy with information disclosure. This
strategy satisfied needs of the third and fourth groups of Muslim consumers.
Some Muslim respondents（26%）did not have available restaurants. The other respondents（74%）had available restaurants, but they primarily demanded Muslim employee and halal certification if they selected the restaurant as top priority. Muslim friendly policy partly fulfilled consumer needs. Muslim consumers also require halal foods at the restaurant in Japan, but they also
confirm similar information（expiration date, ingredient labelling, and price）to non-Muslim consumers if higher priority needs of halal foods are satisfied.
5. 2

Supply chain integration of halal foods in JapanThe companies adopted either halal certification or Muslim friendly as their policy. Most

manufactures had moderate integration from suppliers to consumers. It was regarded as periphery-facing［2］. The four manufactures obtained halal certification. They achieved supply chain integration of halal foods by selecting suppliers and by considering specific processing and distribution methods to retailers and restaurants. The other five manufactures adopted Muslim friendly
policies by disclosing information to their clients such as whether food materials（meats, vegetables, etc.）and/or ingredients are certified as halal, or from which country they are procured.
All the retailers adopted the same strategy as the manufacture with Muslim friendly policies.
Retailers provided foods and other materials to all people which included non-Muslim and Muslim
consumers in Japan. The restaurant adopted either halal certification or Muslim friendly as theirpolicy similar to manufactures. Retailers and restaurants emphasized whether food materials
were halal at the point of supplier and/or manufacturer selection. Muslim friendly policy could
maintain halal food integrity through disclosure of information in Japan.
Frohlich and Westbrook［2］proposed two types of supply chain integration. One was delivery integration from suppliers to customers : the forward physical flows of deliveries. The otherwas information integration from customers to suppliers : the backward coordination of data. The
companies with Muslim friendly policy adopted a strategy of information integration rather thandelivery information. For example, some companies provided information for consumers throughtheir websites and SNS on their food integrity. The companies which had obtained halal certification adopted both directions of supply chain integration. For delivery integration, some companies
partly used private containers to deliver halal foods to clients or consumers. The manager direct-41

Fig. 2

Desirable supply chain framework of halal foods to ensure higher food integrity in Japan.

ly procured halal food materials from a manufacturer to avoid halal food delivery with non-halalmaterials. However, it was difficult in Japan to achieve fully conformant halal food delivery because most transportation did not consider avoiding mixed delivery of halal foods with non-halalmaterials. As for information integration, some manufacturers gave retailers/restaurants andconsumers some information about halal foods, such as food materials and ingredients, production
and storing methods.
5. 3

Desirable supply chain integration for halal food integrity in Japan
Some manufactures and restaurants obtained halal certification. However, all retailers as wellas other manufactures and restaurants adopted Muslim friendly policy. From consumer perspective, Muslim respondents primarily demanded halal certification for food and restaurant selection,
but non-Muslim respondents did not need them. Currently, halal foods have not been widely available in Japan, and most non-Muslim consumers do not have knowledge of halal certification. Thus,
Muslim friendly is more adequate policy of supply chain integration with current awareness of all
consumers including Muslim people in Japan.
In addition, this study indicated explicitly that Muslim consumers had different needs forfood selection in Japan. Some Muslim respondents required information regarding how to produce and deliver foods, but others needed Muslim friendly policy with information of producer
and place of production as shown in Fig. 1（a）. In food supply chain, stakeholders have faced
their business issues to consumers and other stakeholders. Therefore, we suggest that information disclosure and transparency are the most essential points to ensure higher food integrity as
supply chain framework of halal foods in Japan as shown in Fig. 2. Manufactures should produce
halal foods in which facilities outside Japan they obtain halal certification using halal-certified raw
materials. Furthermore, Muslim consumers have higher needs of Japanese foods because Japanese cuisine is popular similar to other traditional ones. Alternatively, food production followed

42Consumer Awareness of Halal Foods and Supply Chain to Ensure Higher Food Integrity in Japan

by Muslim friendly policy is also available service in Japan. As shown in Fig. 2, beef and chicken
should be generally excluded in food supply chain inside Japan. However, we can consider customer loyalty to be brand equity of Japanese traditional and special foods such as “Wagyu” beef
［3, 4］. Retailers and restaurants should disclose their information regarding halal certification
and/or Muslim friendly policy. Muslim consumers can take foods and dishes by checking this information. Some manufacturers, retailers, and restaurants provide such information through SNS
and/or the website. Muslim consumers require different information regarding foods provided inJapan in accordance with their believe. Transparency with cross-cultural understandings is thekey factor to achieve supply chain integration with food integrity in Japan.
6.

Conclusions
Supply chain integration and consumer awareness of halal foods were studied in Japan. Thecompanies, which had obtained halal certification, adopted both directions of delivery and information integration. The other companies, which had adopted Muslim friendly policy, provided
fruitful information to which Muslim consumers could select foods in Japan as information integration. Muslim consumers primarily demanded halal certification, and Muslim friendly policy
was the second priority. However, they were categorized into four groups with diverse needs inJapan. As supply chain framework, food integrity should be ensured in a higher level by information disclosure and transparency of halal foods in Japan to achieve cross-cultural understandingsof all the consumers for the diverse society.
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