Understanding non-Muslims’ reluctance to halal food: a systematic review

Abstract

Purpose To tap into the global market, it is important to evaluate and predict the trends of the acceptance of non-Muslims towards halal food products. This review paper aimed to evaluate the evidence relating to the potential barriers to the acceptance of halal food among non-Muslim consumers. Design/methodology/approach The authors searched ScienceDirect, Scopus, Emerald and JSTOR databases. The search for the studies was performed without restrictions by using the terms “Non-Muslim” OR “Jews” OR “Christian” OR “Hindu” OR “Buddha” AND “halal” OR “halalan toyyiban” OR “sharia compliance” AND “food” OR “dietary” AND “perception” OR “opinion” OR “attitude” OR “barrier”. Quantitative studies were included, and the quality of the studies was assessed with the Crowe Critical Appraisal Tool. Findings Two themes were identified to be the potential barriers in the acceptance of halal food among non-Muslim consumers. There were two major factors: weak intention (negative attitude, perceived low behavioural control and perceived low subjective norms) and lack of food safety awareness, whereas the minor factors were as follows: perceived low food quality, halal logo/brand, lack of halal awareness, religious belief, animal welfare, consumer motive, low confidence level, lack of proper marketing/promotion, bad cognitive dissonance, bad food assurance and poor product judgement. Practical implications By realising these potential barriers, it will benefit many parties including stakeholders and the food industry to improve their strategy to expand the halal market, especially for non-Muslims. Originality/value Based on the findings, the authors believe that while research towards halal needs to continue and improve its basis in theory and design, researchers and food marketers can be confident that intention of purchasing halal food products can be increased by securing the aspect of attitude, subjective norms, perceived behavioural control as well as food safety awareness. Based on the identification of these potential barriers, this review hopes to further explain effective methods of communication for conveying halal concept in different parts of the countries.

Determinants of halal food purchase decisions for Go Food and Shopee Food users

“…Non-Muslim consumers have their own reasons and experiences when consuming halal food. Alternatively, the opposite analysis regarding the reluctance of non-Muslim consumers to try consuming halal food can be done (Ramli et al, 2023). Unfortunately, research on Muslim concerns about the halal food consumed is still scarce (Usman et al, 2021).…”

Beyond halal: exploring Muslim and non-Muslim tourists’ halal food experiences

“…On the one hand, it is basically Muslims' duty to fulfil their religious requirements by consuming halal-certified food. On the other hand, since consumerism can span across religious and cultural borders, non-Muslims can also choose halal food for health-concern (Ramli et al, 2021). Although an increasing number of studies have paid attention to the acceptance and intention of halal food among non-Muslim consumers (Ramli et al, 2021), comparing Muslim and non-Muslims' perception and behaviour towards halal food in a single study seems to be limited.…”

“…On the other hand, since consumerism can span across religious and cultural borders, non-Muslims can also choose halal food for health-concern (Ramli et al, 2021). Although an increasing number of studies have paid attention to the acceptance and intention of halal food among non-Muslim consumers (Ramli et al, 2021), comparing Muslim and non-Muslims' perception and behaviour towards halal food in a single study seems to be limited. These limited number of studies generally compare factors influencing the two groups' halal food selection (e.g.…”

“…On the one hand, it is basically Muslims’ duty to fulfil their religious requirements by consuming halal-certified food. On the other hand, since consumerism can span across religious and cultural borders, non-Muslims can also choose halal food for health-concern (Ramli et al , 2021).…”

Knowledge diffusion of halal food research: a main path analysis

“…The first systematic review was published by Naeem, et al (2019), and it focused on examining qualitative papers related to HF consumption. In the second systematic review, Ramli, et al (2021) attempted to determine the barriers to the acceptance of HF and to explain the necessary communication ways to convey the halal concept across the different world regions. Finally, Iranmanesh, et al (2021) systematically reviewed the literature regarding consumer behaviour toward HF and identified several gaps for future research.…”