Introduction: All laws and regulations in Iran are approved following the rules of the holy Sharia of Islam, Knowing the mental image of consumers of the halal brand helps to understand their behaviour and facilitates activities in the halal market for companies and businesses.
Methods: This was applied-fundamental research and a descriptive cross-sectional study that was conducted in 1399 by randomized cluster sampling on the population of Iran, with actual results that can be used and generalized immediately after the study.
Results: The source of information about halal food according to the most answers (45.8%) were related to hearing from others and others. There is a significant relationship between the level of awareness and gender (P = 0.046) and the men studied have a higher level of awareness than women volunteers. There is a significant relationship between the level of awareness and having a food-related job (P = 0.006) and People with food-related jobs studied have a higher level of awareness than people with non-food-related jobs. There is also a significant relationship between the level of education with having a food-related education (P = 0.001) and having a halal-related education (P = 0.017). And people with food-related education and solvent-related education have a higher level of awareness than other people. There is a positive and direct correlation between performance and knowledge and attitude (P = 0.021 and P = 0.029, respectively), so that with increasing awareness and attitude; We are seeing an increase in performance.
Conclusion: Awareness of the level of knowledge, outlook and practice of the people of the country can be the basis for conducting other studies and actions in the field of legislation, compiling educational materials, holding training courses and re-educating related to halal food. Since the results of such a study will be used in halal business and food industry nationally and internationally