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Systematic
Systematic literature literature
review of halal food review

consumption-qualitative
research era 1990-2017 687
Saira Naeem Received 17 September 2018
Revised 10 March 2019
Department of Economics and Business Management, Accepted 31 March 2019
University of Veterinary and Animal Sciences, Lahore, Pakistan
Rana Muhammad Ayyub
Department of Marketing, Hull University Business School (HUBS),
Hull, UK and Department of Economics and Business Management,
University of Veterinary and Animal Sciences, Lahore, Pakistan
Irfan Ishaq
Department of Economics and Business Management,
University of Veterinary and Animal Sciences, Lahore, Pakistan, and
Sobia Sadiq and Tahir Mahmood
Department of Economics and Business Management, UVAS Business School,
University of Veterinary and Animal Sciences, Lahore, Pakistan

Abstract
Purpose – In view of increasing demand of halal foods and to properly address the needs of various
types of consumers, the literary inquiries have sprung in this area since start of twenty-first
century. However, the number of papers published in reputed journals is still pegged to the lowest
ebb. This paper aims to systematically review all qualitative research papers, published in reputed
journals, and to give specific directions to future researchers to move on and explore some other
required areas.
Design/methodology/approach – The Campbell collaboration systematic literature review technique
was adopted as methodology to screen out relevant studies. A total of 11 qualitative studies qualified the set
criteria which have used various qualitative methodologies like interviews, focus groups, observations and
netnography. The qualitative data were analyzed through nVivo software by adopting Spiggle’s steps of data
analysis.
Findings – In these selected qualitative studies, around 24 main themes were extracted in total, out of
which four themes were repeatedly discussed in most of these studies. Likewise, the details of
geographical location of authors, type of methodology used, religious affiliation of respondents, type
of journals, most prolific journals and citations of each paper were worked out and given in the form of
result tables. Based on the importance of this fastest-growing global food market, it has been concluded
that the qualitative research inquiries are still in infancy in this area, and more papers need to be
published in reputed journals.
Research limitations/implications – As per set criteria, only papers published in quality journals
were included in this review; therefore, the main limitation of this review is that it has not included other Journal of Islamic Marketing
Vol. 11 No. 3, 2020
qualitative papers published elsewhere. pp. 687-707
Practical implications – The future researchers can use the results of this study in setting direction of © Emerald Publishing Limited
1759-0833
their research in the area of halal food consumption. These results can be used by academicians to know DOI 10.1108/JIMA-09-2018-0163
JIMA about the extent of research conducted in this area, whereas marketers can make prudent policies based on
these explored areas.
11,3 Originality/value – It is claimed to be the first systematic literature review on halal food consumption.
Keywords Systematic literature review, Halal market, Literature review, Halal consumption,
Halal food consumption
Paper type Literature review
688
Introduction
Food plays an important role in the life of consumers. Food is usually available in unlimited
varieties, and food choice decisions show initiate consumption behavior of today’s
consumers (Grunert et al., 1997; Jamal and Sharifuddin, 2015). On one side, the food is the
source of nutrition and at the same time it also serves a social and cultural function
(Steenkamp, 1993). The food business, similar to some other industries, responds to the
changing needs and desires of the consumers. It has been reported that food choice and
consumption behavior depict many things about consumers like one’s ethnic affiliation,
quality consciousness, acculturation and social dimensions, etc. These aspects of food
businesses demand a high level of responsiveness from industrialists towards changing
consumption behavior and dimensions of consumers.
Throughout the world, consumers are becoming more conscious about food, nutrition
and health. They are interested in eating healthy foods. In America and Europe, the ethnic
and religious diversity has instigated the food industry to prepare products which are
appropriate to different demand groups such as the Chinese, Japanese, Vegetarian, Italian,
Indian, Mexican Jewish and Muslims (Riaz and Chaudry, 2003). Changes in demographic/
socio cultural factors, buyers’ behaviors and new ways of life have changed purchasers’
choices for these foods. On the other hand, in recent years, the buyers have started to
scrutinize the food items based on numerous food related issues and factors. These factors
include food security, genetically modified element of foods, organic foods and religious
foods etc. This situation demands a quick response from food industrialist for multicultural
societies in developing as well as developed world.
The most influential fcator in food selection and consumption is religious affiliation
because a number of people follow these religious guidelines. However, the level of this
compliance varies considerably among followers of various religions. For example, in the
USA, it has been reported that 90 per cent of Buddhists and Hindus, 75 per cent of Muslims
and 16 per cent of Jews follow religious dietary laws (Lada et al., 2009). The Muslims
consume halal food to comply the principles of Islam (Bonne et al., 2007). In Islam, food must
be halal, wages must be made from halal sources, and one should simply deal only in the
halal trade options. Thus, Muslim consumers are bound, by their religion, to just use items
that are halal. So, they search for the halal logo and halal labeled food products. According
to Islam, halal is an Arabic word meaning legitimate and allowed by the ALLAH; and
haram suggests prohibited or forbidden (Bonne and Verbeke, 2008).
From the Muslim’s perspective, consumers are not only concerned regarding the food
components but also inquisitive regarding all activities involved along the whole food
supply chain. Muslims are most probably the only religious community which is present in
almost all the continents. Moreover,these Muslims frequently migrate and immigrate in
various non-Muslim countries due to social, economic and political reasons. Thus, alongwith
their movement, they also carry halal food businesses and services to these destinations.
These facts strengthen the argument that there is not only significant demand for halal food
brands in Muslim as well as non-Muslim countries; but it also motivate businesses globally
to emphasize more on halal brands to attain maximum market share as explained by Systematic
Ali et al. (2017). literature
The halal business has now extended beyond the food segment and includes
pharmaceuticals, cosmetics, safety products, toiletries and medical services as well.
review
Furthermore, other aspects of businesses like additional service sector components are also
judged on the halal parameters for example, logistics, marketing, branding and financing.
The global halal market has emerged prominently in the global economy and has been
creating a solid presence in developed countries as well since start of this century. 689
With a rising customer base and expanding growth prospects, the halal businesses have
now extended significantly in various parts of the world. Focusing our discussion on halal
foods, this market will keep on dominating the worldwide food market, as Muslims need to
consume halal food, regardless whether they live inside majority Muslim or minority social
orders (Razzaque and Chaudhry, 2013). This market really has resulted in arousing of either
positive or negative reactions or emotions among various ethnic groups of these markets.
Thus, due to expanding global halal food market, the literary inquiries are also
increasing in this field, i.e. halal food consumption and marketing aspects. Particularly,
researchers have started doing academic research in the perspective of consumer
development, consumer animosity, acculturation, consumer behavior and related marketing
concepts side by side since end of last century.
Many types of researches have been conducted in different aspects. For instance, halal
food quality (Badruldin et al., 2012), halal food acceptability (Haque et al., 2015), halal food
certification (Yener, 2015) and halal supply chain (Tieman, 2011). Both kinds of studies are
done, i.e. qualitative and quantitative. Out of these, quantitative studies have been
conducted by using theory of planned behavior, theory of social identity and social
dominance, the theory of animosity and other theories. Whereas, qualitative studies done on
halal food consumption have explored various aspects which have given deeper insight in
this area. These qualitative studies were scattered based on halal certification, halal food
quality, consumer behavior about halal foods, etc. There is dire need to gather data
regarding all these qualitative studies to give a holistic view of literature which can act as a
guide for future researchers.
Thus, the main aim of this study is to conduct a systematic literature review and to
develop a data base of qualitative studies which can further guide future researchers of this
area. This study has carried out a systematic literature review of all the qualitative studies
conducted on halal foods in various cultures and contexts. The studies published from 1990
to 2017 were taken for this review as per criteria given in methodology section of this paper.
Thus, systematic literature review will do an audit of all these qualitative studies in the
context of halal food consumption. Furthermore, it will help to investigate to what extent
qualitative literature has been developed so far and what else is needed to be explored yet?
The results of this study will help the academics to set future line of action for conducting
research and managers to set the marketing/management strategies in the context of halal
food marketing and consumption.

Literature review
The most important factor that affects the life of an individual is religion (Argyle and Beit-
Hallahmi, 2013). Almost every religion, for instance; Islam, Hinduism, Jewism and
Buddhism apart from Christianity, has some sort of dietary limitations and rules for their
followers. These instructions may be either generic or specific in nature. When such people
migrate to other countries, they carry such things with them, i.e. food habits and practices.
According to Islam, halal is an Arabic word meaning legitimate and allowed by the ALLAH;
JIMA and haram suggests prohibited or forbidden (Bonne and Verbeke, 2008). The halal food
11,3 market is the fastest-growing food market of the world.

Growth of halal food markets and literary inquiries

Islam is one of the largest and fastest-growing religion as approximately1.6 billion people,
which makes around 25 per cent of the world’s population, are Muslims (Berry, 2011; Girf,
690 2013). Islam gives prime significance to cleanliness in everything, especially with respects to
eatables, i.e. foods and drinks. Therefore, Muslims consume only halal food items which are
perfectly produced and cooked in the right way and avoid things that are forbidden by
Islamic dietary laws (Tieman, 2013). Halal means allowed or legal as per Islamic laws
(Awan et al., 2015). As per definition, halal foods are defined as those that are free from any
prohibited element (Alserhan, 2015). As indicated by the Quran, all great and clean foods are
halal (Riaz and Chaudry, 2003). About 20 years ago, the terms “Halal and Haram” were not
well-known and were not used as a part of the world food industry. But now these terms are
extensively being used for helping consumers to make educated choices.
In the late 1980s and mid-1990s, Southeast Asian and Middle Eastern markets realized
the potential for halal foods. This has reached out to Central Asia, South Asia, and Europe
etc. Likewise, even Muslim minority nations, for example, Singapore and South Africa
realized that the halal food business is a very profitable business (Girf, 2013). Today, halal is
not only a religious obligation or duty, but worldwide is considered as the quality standard
of choice for Muslims as well as for non-Muslims (Golnaz et al., 2010).
According to some estimates, the annual increase in halal market is $3tn (cited in Ayyub
et al., 2011). According to some other estimates, international halal market was assessed to
be worth more than $2.3tn in 2012 and was anticipated to increase to $10tn by 2030 as per
figures released during the Mathew et al. (2014). Furthermore, the report published by
Reuters (2014) stated that the halal food market is one of the biggest purchasing platforms in
the world. The rise and development of the halal food market is expanded by the wide
acknowledgment among non-Muslim buyers who accept halal food as safe, clean and
healthy items (Talib et al., 2014). From a previous couple of years, the interest of both
Muslim and non-Muslim consumers in halal food items have increased rapidly throughout
the world (Wilson and Liu, 2010). There are numerous qualitative studies which have
worked out on halal food consumption behavior in various contexts.

Review of qualitative studies on halal food consumption

The halal certification began in the west in the mid-1960s in the USA by Muslim food
experts. It didn’t actually begin in the Muslim countries yet it was introduced as a
requirement for Muslims living in non-Muslim countries and society. For example, the USA,
Europe and in few parts of Asia and the Pacific. This useful safety measure of Muslims,
living in non-Muslim societies, was intended to secure their Muslim character and satisfy
their religious obligations. However, with the passage of time, it changed into a strong
mechanism to ensure that the things passed on to Muslims in the non-Muslim countries are
suitable for the Muslim consumers (Talib et al., 2014).
Ahmed (2008) investigated meat market of UK and observed that at the time of
purchasing meat, the majority of UK Muslims do not trust big supermarkets. They only
trust their local shops where Muslims are selling products. Most of the respondents did not
even know the supermarkets of their locality.
Tieman (2011) clarified the supply chain management perspective regarding halal foods
and concluded that supply chain management lies in avoiding direct contact of food with
haram. It was further emphasized that keeping an eye on the risk of contamination and
ensuring that it is in accordance with the impression of the Muslim purchaser. In particular, Systematic
market traits are basic factors in the production network administration of supply chains. literature
In European countries, the markets for halal food have emerged rapidly which include
large number of ethnic stores that still constitute the major retail outlets, supermarkets and
review
fast food restaurants for halal-labeled meat and halal products. Lever and Miele (2012)
explored the comparison of these kinds of market trends among four countries, i.e. UK,
France, Germany and Norway.
Consumer behavior in terms of purchasing fresh meat from traditional food retail outlets
691
influenced by emergence of modern retail outlets in Malaysia. Chamhuri and Batt (2013)
identified a couple of factors including perception of freshness, halal assurance and good
relationship with retailers, a competitive price and a pleasant environment for shoppers as
influencing factors on the consumer decision to purchase fresh meat from traditional or
modern retail outlets.
Jamal and Sharifuddin (2015) investigated the impact of perceived value and perceived
usefulness of halal labeled products, culture and religion on intention to buy halal-labeled
food products and intent to patronize stores selling halal label food products among British
Muslims. It was revealed that perceived value and perceived usefulness positively associate
with both type of intentions. Moreover, it was found that in order to increase the shopping
experience of British Muslims, there is a need to develop a link among halal labeling, culture
and religion.
Ayyub (2015) investigated the perceptions of non-Muslims from the UK and found that
most of the non-Muslims have positive perceptions about the halal foods and services as far
as quality is concerned. It was further found that non-Muslims have negative perception
about halal foods mainly based on the feeling that this way of slaughtering causes more
pain or animal suffering. The themes, which researcher found were quality, knowledge
about halal food, acculturation and animal welfare issues.
Religion plays a vital role in the selection of halal foods because there is a strong link
between religion, communities and markets which helps non-Muslims to select halal foods.
Kamarulzaman et al. (2016) used netnographic analysis to explore the mediating role of
social media to connect religious communities (non-Muslims majority regions in USA) and
markets and the results of this research reveals that digital media (websites) plays a vital
role in connecting religious communities and markets. In USA, due to the shortage of the
retailers that provide halal food particularly in small size cities, many digital media sources
provide the updated list of restaurants that offer halal options to help the halal food seekers.
It was reported that people are willing to travel a long distance to seek good quality halal
food. Furthermore, the Web-based information about halal food restaurants help consumers
to decide whether it is worth to travel long distance for a particular halal food restaurant.
The halal products markets in many non-Muslim majority regions are undeveloped
including USA. Due to this immature halal product market, particularly halal meat in the
USA, many companies are losing out opportunity to cater the significant growing number of
Muslims (Reuters, 2014). Muslims are over one-fifth of the world’s population, and this
number is estimated to rise from 1.7 to 2.7 billion by 2030 (Lipka and Hackett, 2015).
Thomas et al. (2017) explored challenges and practices to prepare meat in UK
slaughterhouses and found that production in slaughterhouses presents a vital risk of cross-
contamination that may render the food as haram. And all staff of slaughterhouse needs
detailed instructions that are the requirement of food production and cross-contamination.
Ahmad et al. (2017) studied the factors that affect food implementation management system
to check the factors that influence the implementation of a food management system.
JIMA Ali et al. (2017) proposed a food supply chain framework in the context of halal food and
11,3 findings of this study reveals four different dimensions, namely, information integrity,
service, material and production they further proposed food supply chain integrity
framework as a solution to reduce the complexities in food supply chain.

Methodology
692 The Campbell collaboration (2007) systematic literature review technique was considered to be
the most widely used and known protocol for systematic reviews in the social sciences (Cooper
et al., 2009). For review, it involves search strategy for identification of relevant studies, a cover
sheet, background, objectives, methods, criteria for inclusion and exclusion of studies,
description of methods used in the component studies, criteria for determination of independent
findings, details of study coding categories, statistical procedures, treatment of qualitative
research, timeframe, plans for updating the review, acknowledgments, statement concerning
conflict of interest, references and tables.
The study is designed, first, to examine the findings of previous qualitative researches
reported and published between 1990 and 2018 on halal foods in various contexts like halal
food consumption, halal food certification, halal food quality and consumer behavior about
halal foods etc. Second, it has developed a comprehensive database of qualitative research
studies published in reputed journals during these 27 years. This project can be considered
as the first step towards systematic review in the domain of halal food consumption
research projects (Table I).
The first step was taken to develop a database of halal food consumption-driven
qualitative research papers. Relevant studies published between “1990 and 2018” were
searched using various electronic databases including (Google Scholar, Master list of ISI
(Clarivate Analytics), Web of science and Journal list of Thomson Reuters).
Some other materials and manuals on halal food were downloaded, photocopied and
printed for the reading purpose. These studies were identified through keywords searches
including halal food and consumption behavior, halal food and attitude, halal food and
intention, Quality of halal food and halal food certification. The searches generated 90
independent papers, which were then screened according to following inclusion/exclusion
criteria:
Each related article was read many times for a better understanding of nature,
methodology and findings of studies from these journals. The authors independently
reviewed the titles of 90 papers for potential relevance to the research problem and excluded
ten papers at this stage because they are from some books and review papers. And five more
papers were excluded as they were duplicate. Twenty papers excluded because these were

Parameter Inclusion criteria Exclusion criteria

Articles Only journal articles reporting halal food Any article not based on halal food
consumption consumption, research thesis, and other
reports
Journals Included in ABS/ABDC list, ISI/Master list Any article published except in these
of ISI (Clarivate Analytics) categories and journals
The period Studies published between 1990 and 2018 Studies published prior to 1990
The study type Qualitative studies Non qualitative studies
Table I. The settings Marketing studies carried out in all The studies done in language other
Inclusion and Muslims and non-Muslims countries only in than English and done on aspects other
exclusion criteria English language than marketing
not relevant to the research objectives. Full text of potentially eligible papers (n = 65) then Systematic
assessed and 53 papers were excluded on the basis of inclusion criteria, remaining 11 papers literature
were based on qualitative nature, 11 studies were finally selected for systematic review
which were fulfilling the selection criteria as given in above table. Figure 1 provides a flow
review
chart outlining the screening and eligibility process. Full details of the included papers are
given in result tables.
Data were extracted from included papers by drawing fact sheet provided in result
tables. Themes for different constructs used for halal food consumption were extracted. The 693
studies were coded as (1-11) for extraction of themes. The thematic analysis was used in this
study which is described as “the process of encoding data that uses categorizing or the
comparing and contrasting of units and categories of the field texts to produce conceptual
understandings of experiences and/or phenomenon that are ultimately constructed into
larger themes” (Butler-Kisber, 2010). Spiggle’s (1994) sequential approach of categorization,
abstraction, comparison, dimensionalization, integration, iteration and refutation were
followed throughout the constant comparative style analysis of data set. Thus, coding of
data into categories and sub-categories facilitated significance convergence of data. Thus,

Records identified through Additional records identified

Identification

electronic database searching through other sources

(n =84) (n = 6)

Records after duplicates removed

(n = 75)

Records screened Records excluded

Screening

(n = 75) (n = 35 )

Full-text articles Full-text articles

assessed for eligibility excluded, with reasons
(n = 40) of inclusion criteria

(n = 29)

Studies included in
Eligibility

quantitative synthesis
(meta-analysis)
(n = 0)

Studies included in
qualitative synthesis
(n =11)
Figure 1.
PRISMA flow
Included

Total no of studies
diagram adopted
from Moher et al.
(n = 11) (2009)
JIMA only relevant information to extracted themes was taken, simplified and given in following
11,3 tables. These themes include quality, knowledge about halal, animal welfare concerns,
acculturation, authenticity, price, halal certification, direct contact with haram, halal
training and education, supplier management, customer focus, risk, perception, traceability
and contamination. The screening process ensured inclusion of only those studies which
fulfill the inclusion and exclusion criteria set in this systematic literature review.
694
Results
For this study, the qualitative research papers were selected and analyzed.

Geographical location of authors

As per set criteria, a total number of 11 studies were included for this systematic literature
review. Selected 5 out 11 studies are from Malaysia. Four studies were included based UK.
One study which fulfills the inclusion criteria was included from European countries and
one study was based on USA. These studies were conducted by different authors in different
years (from 2009 to 2017) on halal foods consumption (Table II).

Types of qualitative research methodology

Table III shows the research methodology which is being used in different studies, but all of
these studies were based on qualitative methodology for sure. The seven studies used
interview technique, one study used focus group technique, one study used observations,
one study used systematic literature review and one study used netnography approach.

Journal-wise type of study

Table IV shows the journal-wise type of study. Three studies were taken from journal of
Islamic marketing and three studies were taken from British Food Journal. Only one study
was taken from the journals, i.e. Total Quality Management and Business Excellence, Food
Control, International Food and Agribusiness Management Review, Journal of Business
Research and Journal of Macromarketing.

Detail of article citations

Table V shows the number of citations of all selected studies with the name of authors and
years. These citations were taken from Google scholar. Tieman (2011) research paper was

Sr.no Country Total no. of papers Authors

1. Malaysia 5 Ahmad et al. (2017)

Zannierah Syed Marzuki et al. (2012)
Tieman (2011)
Chamhuri and Batt (2013)
Ali et al. (2017)
2. UK 4 Thomas et al. (2017)
Ayyub, (2015)
Ahmed, (2008)
Table II. Jamal and Sharifuddin (2015)
Geographical 3. European countries 1 Ab Talib et al. (2015)
location of authors 4. USA 1 Kamarulzaman et al. (2016)
 Type of qualitative technique
Sr. no. Authors name Study title Journal name Interviews Focus group Other

1. Tieman (2011) The application of halal in supply chain Journal of Islamic Marketing þ
management: in-depth interviews
2. Ahmed (2008) Marketing of halal meat in the UK supermarkets British Food Journal Observation
versus local shops
3. Zannierah Syed Marzuki et al. Restaurant managers’ perspectives on halal Journal of Islamic Marketing þ
(2012) certification
4. Ayyub, (2015) Exploring perceptions of non-Muslims towards British Food Journal þ
halal foods in the UK
5. Thomas et al. (2017) Challenges and practices in halal meat Total Quality Management and þ
preparation: a case study investigation of a UK Business Excellence
slaughterhouse
6. Ahmad et al. (2017) Critical success factors affecting the Food Control þ
implementation of halal food management
systems: Perspective of halal executives,
consultants ,and auditors
7. Chamhuri and Batt (2013) Exploring the factors influencing consumers’ International Food and Agribusiness þ
choice of retail store when purchasing fresh meat Management Review
in Malaysia
8. Jamal et al. (2015) Perceived value and perceived usefulness of halal Journal of Business Research þ
labeling: The role of religion and culture
9. Ali et al. (2017) A supply chain integrity framework for halal food British Food Journal þ
10. Kamarulzaman et al. (2016) Religion, markets, and digital media: Seeking Journal of Macro marketing Netnography
halal food in the USA
11. Ab Talib et al. (2015) Halal supply chain critical success factors: A Journal of Islamic Marketing Literature
literature review Review

Table III.
Types of qualitative
literature

695
review
Systematic

methodology
research
JIMA Journal-wise type of
11,3 S.r no Research titles Authors study

1. The application of halal in supply chain Tieman (2011) Journal of Islamic

management: in-depth interviews Marketing
2. Restaurant managers’ perspectives on halal Zannierah Syed Marzuki
certification et al. (2012)
696 3. Halal supply chain critical success factors: A Ab Talib et al. (2015)
literature review
4. Marketing of halal meat in the UK Ahmed (2008) British Food Journal
Supermarkets versus local shops
5. A supply chain integrity framework for halal Ali et al. (2017)
food
6. Exploring perceptions of non-Muslims towards Ayyub (2015)
halal foods in the UK
7. Challenges and practices in halal meat Thomas et al. (2017) Total Quality
preparation: a case study investigation of a UK Management and
slaughterhouse Business Excellence
8. Critical success factors affecting the Ahmad et al. (2017) Food Control
implementation of halal food management
systems: Perspective of halal executives,
consultants and auditors
9. Exploring the factors influencing consumers’ Chamhuri and Batt (2013) International Food
choice of retail store when purchasing fresh and Agribusiness
meat in Malaysia Management
Review
10. Perceived value and perceived usefulness of Jamal et al. (2015) Journal of Business
Table IV. halal labeling: The role of religion and culture Research
Journal wise type of 11. Religion, markets and digital media: Seeking Kamarulzaman et al. Journal of
study halal food in the USA (2016) Macromarketing

found to have the maximum number of citations (170), the second highest number of
citations (132) were found for Ahmed (2008) and the third highest number of citations (89)
were found for the study of Zannierah Syed Marzuki et al. (2012). So, the table shows all
studies included in this systematic literature review with respective number of citations,
authors, years and research titles.

Details of respondents’ religious affiliation

Table VI shows the respondent`s religious affiliation. A total of 4 studies are based on
Muslims from Malaysia and UK. On the other hand, 2 studies based on UK were conducted
on non-Muslim respondents. It was found that some studies which were conducted in
Malaysia and USA selected both Muslim and non-Muslim as their respondents.

Most prolific journals

Table VII shows the most prolific journals from which studies are selected for this
systematic literature review. These studies were selected from the specific journals which
met “inclusion and exclusion criteria” set in this paper. Thus, three studies were taken from
British Food Journal; three studies were taken from Journal of Islamic Marketing. The rest of
the journals including Total Quality Management and Business Excellence, Journal of
Business Research, Food Control, Journal of Macromarketing and International Food and
Agribusiness Management Review have only one paper each.
 Total
Systematic
S.r no Research titles Authors citations literature
review
1. The application of halal in supply chain management: in- Tieman, (2011) 170
depth interviews
2. Marketing of halal meat in the UK Supermarkets versus Ahmed (2008) 132
local shops
3. Restaurant managers’ perspectives on halal certification Zannierah Syed Marzuki 89 697
et al. (2012)
4. Exploring perceptions of non-Muslims towards halal Ayyub (2015) 11
foods in the UK
5. Challenges and practices in halal meat preparation: a Thomas et al. (2017) 11
case study investigation of a UK slaughterhouse
6. Critical success factors affecting the implementation of Ahmad et al. (2017) 5
halal food management systems: perspective of halal
executives, consultants ,and auditors
7. Exploring the factors influencing consumers’ choice of Chamhuri and Batt (2013) 45
retail store when purchasing fresh meat in Malaysia
8. Perceived value and perceived usefulness of halal Jamal et al. (2015) 42
labeling: The role of religion and culture
9. Halal supply chain critical success factors: A literature Ab Talib et al. (2015) 33
review
10. A supply chain integrity framework for halal food Ali et al. (2017) 9 Table V.
11. Religion, markets, and digital media: Seeking halal food Kamarulzaman et al. 9 Detail of article
in the USA (2016) citations

Extracted themes from various studies

The table below describes the details of qualitative analysis done on different studies by
different authors (Ahmed, 2008; Ayyub, 2015; Thomas et al., 2017; Ali et al., 2017). It shows
their main themes as quality with the focus of perceptions of non-Muslims towards products
and services, explore several marketing issues such as consumer buying behavior and
supply channels in relation to buying meat from local shops versus supermarkets, in the UK
and investigate a slaughterhouse in the UK that prepares both meat and non-meat items.
With the main findings of positive perceptions of non-Muslins towards foods, trust on the
local market as compared to supermarkets while purchasing meat and appropriate
preparations of food as a key factor of quality assurance in slaughtering and quality is
considered as critical factor which includes food technology interfaces such as shelf life,
freshness, size and taste. The quality of halal food not only depends upon firm’s own
product quality but also on supplier’s quality. Furthermore, the lack of quality can put halal
food integrity at risk.
Knowledge about halal food is another important theme extracted by different
author’s research selected for this analysis (Ayyub, 2015; Zannierah Syed Marzuki et al.,
2012; Ahmad et al., 2017).These studies focused on the perceptions of non-Muslims
towards products and services. These studies further investigate the attitudes of
restaurant managers toward certification, investigate the basic factors influencing the
execution of food administration frameworks, perspective of executives, consultants and
auditors respectively with the findings that there are positive perceptions of non-Muslims
towards food even they are not fully aware of it. Muslims living in Muslims countries like
Malaysia showed their sensitivity regarding food and religious practices which are
inseparable while non-Muslims understand the standards and procedures. The food
JIMA Respondent`s
11,3 Research religious
S.r No Author Research title context affiliation

1. Ahmad et al. (2017) Critical success factors affecting the Malaysia Muslims
implementation of halal food
management systems: Perspective of
698 halal executives, consultants and
auditors
2. Tieman (2011) The application of halal in supply chain Malaysia
management: in-depth interviews
3. Allam (2008) Marketing of halal meat in the UK UK
Supermarkets versus local shops
4. Jamal et al. (2015) Perceived value and perceived UK
usefulness of halal labeling: The role of
religion and culture
5. Ayyub (2015) Exploring perceptions of non-Muslims UK Non-Muslims
towards halal foods in the UK
6. Thomas et al. (2017) Challenges and practices in halal meat UK
preparation: a case study investigation
of a UK slaughterhouse
7. Zannierah Syed Marzuki Restaurant managers’ perspectives on Malaysia Muslims and
et al. (2012) halal certification non-Muslims
8. Chamhuri and Batt (2013) Exploring the factors influencing Malaysia Muslims and
consumers’ choice of retail store when non-Muslims
purchasing fresh meat in Malaysia
9. Ali et al. (2017) A supply chain integrity framework for Malaysia Muslims and
halal food non-Muslims
Table VI. 10. Kamarulzaman et al. Religion, markets, and digital media: US Muslims and
Details of (2016) Seeking halal food in the USA non-Muslims
respondents’ 11. Ab Talib et al. (2015) Halal supply chain critical success NA
religious affiliation factors: A literature review

Journal name Articles Authors

British Food Journal 3 Ahmed (2008)

Ayyub (2015)
Ali et al. (2017)
Journal of Islamic Marketing 3 Tieman (2011)
Zannierah Syed Marzuki et al. (2012)
Ab Talib et al. (2015)
Total Quality Management and Business Excellence 1 Thomas et al. (2017)
Journal of Macromarketing 1 Kamarulzaman et al. (2016)
Food Control 1 Ahmad et al. (2017)
Table VII. International Food and Agribusiness Management Review 1 Chamhuri and Batt (2013)
Most prolific journals Journal of Business Research 1 Jamal et al. (2015)

managers should follow JAKIM rules, and there must be good communication between
top management and executives.
Some studies (Ayyub, 2015; Allam, 2008; Ahmad et al., 2017; Thomas et al., 2017; Ahmed,
2008) extracted other themes like animal welfare concerns, acculturation, authenticity, price,
certification attributes, top management commitment, adequate support, training and Systematic
education, employee attributes and management, policy and procedure, supplier literature
management, teamwork, customer focus, direct contact with haram, risk, perception,
traceability and contamination with focusing, view of non-Muslims towards items and
review
administrations. To investigate a few promoting issues, for example, consumer
purchasing behavior and supply channels, critical achievement factors influencing the
execution of food administration frameworks, the basic necessities of food supply
anchors to the respectability of food at the purpose of utilization, which is a commitment 699
for Muslims. To research a slaughterhouse in the UK that gets ready both meat and non-
meat things with the findings that non-Muslims consider slaughtering as a cruel and
painful method to animals so animal welfare concerns negatively affect the perception of
non-Muslims towards foods, acculturation of food decidedly directs the relationship of
value, information and animal welfare concerns to the view of Non-Muslims towards
halal foods.
Chamhuri and Batt (2013) explored the factors that influence consumers’ choice of retail
store while purchasing fresh meat in Malaysia. The researcher extracted themes:
freshness of meat, relationship with retailers, competitive price, store environment and
halal labeling and certification. Customers like to purchase fresh meat as it has good taste
and good for health, and they buy from traditional markets because fresh meat products
were slaughtered early in the morning and delivered directly to the retailers in different
locations. Consumers build good relationships with retailers as they provide quality
products and consumers also exchange this information to others about the retailers who
provide quality products. Good quality products by retail outlets attract customers more.
Consumers felt satisfied when they purchase from traditional markets as compared to
modern retail outlets because in traditional markets they can get the product after
negotiation on the other hand in modern retail outlets prices are fixed. Pleasant store
environment is also an influential factor in consumer’s store choice decision. Traditional
markets are crowded, smelly, poorly ventilated and noisy but that environment has little
impact on shoppers. The traditional markets offer greater variety of products which far
away from the inferior shopping atmosphere. Halal logo provides a significant advantage
compared to vendors from those that do not have halal certification. Halal logo provides
assurance to the consumers.
Ab Talib et al. (2015) explored the halal supply chain critical success factors and
considered traceability as one of critical success factors of halal supply chain. Another
critical success factor of halal supply chain is halal certification. Halal certifications include
the halal logos or authorized certificates which is a proof that provide assurance to
consumers that product is safe for consumption.
Jamal and Sharifuddin (2015) explored perceived value and perceived usefulness of halal
labeling and conclude that perceived value and usefulness both are significant factors that
affect the consumer’s attitude towards halal labeling. When buying halal products people
find halal logo/label that assures that which they are buying is safe for consumption.
Consumers seek halal logo not only on meat products but also on other products such as
chocolates, ice creams and chips as well.
Authenticity is considered as a major stimuli for meat buyers irrespective of the price, the
majority of respondents though that supermarkets charge high prices as compared to local
butchers, halal certification is found as a major attribute for customers, implementation of
food management system in top management counts a lot as employees follow these rules
seriously it was reported that if top management takes it seriously, adequate facilities must
be ensured to avoid the food becoming haram, training and education communication must
 11,3

700

studies
JIMA

Table VIII.

from qualitative
themes extracted
Results of various
in
be

Themes Author Focus of study Findings related to theme

Quality Ayyub (2015) To investigate the perceptions of non-Muslims Today’s consumers are very conscious about their
(Referred in 4 studies) towards halal food products health so they want to eat healthy food
In general, that most of the respondents were having
good perceptions about the quality of products
Researcher purposed that the quality of foods
positively affects the perception of non-Muslims
towards foods
Ahmed (2008) To explore several marketing issues such as Quality of meat is the main factor that influences the
Consumer buying behavior and supply channels, in purchasing decision while purchasing meat
relation to buying halal meat (HM) from local shops Muslims from the UK do not trust big supermarkets
versus supermarket, in the UK while buying meat. They only trust Muslim sellers of
meat in their local market
Thomas et al. (2017) To investigate a slaughterhouse in the UK that Quality assurance is a key factor
prepares both and non- meat items There should be appropriate preparations of food
preparations
Ali et al. (2017) Identifies stages and the safeguarding of halal food Quality is considered as a critical factor. It refers to
integrity food technology interfaces such as freshness, size
and taste
Knowledge about halal Ayyub (2015) To investigate the perceptions of non-Muslims Some non-Muslims are not much awarded about
(Referred in 3 studies) towards halal food products halal food but they believe that food is clean and
healthy
Zannierah Syed To investigate the attitudes of restaurant managers Non-Muslims participants have an understanding of
Marzuki et al. (2012) toward halal certification adjustment to standards and procedures about halal
foods
Importance of sensitivity among food and religious
practices is inseparable in Muslim countries like
Malaysia
Ahmad et al. (2017) To investigate the critical success factors affecting If the food managers will follow JAKIM rules after
the implementation of food management systems: Fatwa decision, there will be no difficulty in
Perspective of executives, consultants and auditors enforcing it
Communication between top management and
executives must be in line and observe after they
have known about it
(continued)
Themes Author Focus of study Findings related to theme

Price (Referred in 2 Ahmed (2008) To explore several marketing issues such as Majority of respondents thought supermarkets
studies) Consumer buying behavior and supply channels, in charge high prices as compared to local butchers
relation to buying halal meat (HM) from local shops
versus supermarket, in the UK
Chamhuri and Batt Exploring the factors influencing consumers’ choice Traditional markets enjoy competitive prices in
(2013) of retail store when purchasing fresh meat in which consumers allowed to bargain on price
Malaysia whereas in modern retail outlets prices are fixed
Majority of consumers felt satisfied from purchasing
traditional markets after gaining the product
through negotiation with sellers
Halal labeling and Jamal et al. (2015) Perceived value and perceived usefulness of halal People are unable to find halal labeled products. So
certification labeling: The role of religion and culture they looked for products having other logos for
(Referred in 6 studies) example “suitable for Vegetarian” and “gluten free”
etc
It’s very useful for people where they find “windows
Halal”. They get halal products easily from there
People not only find halal label for meat products,
but they also seek same for products like chocolates,
chips and ice creams as well
Chamhuri and Batt Exploring the factors influencing consumers’ choice Most of the respondents have much trust that the
(2013) of retail store when purchasing fresh meat in meat was halal if they purchased from traditional
Malaysia markets as compared to modern retail outlets
halal logo provides a significant advantage to
vendors from traditional markets that do not have
Halal certification
Ali et al. (2017) Identifies stages and the safeguarding of halal food Halal logo and labelling were considered important
integrity By showing halal logo to customers luckily, sales
were increase than previous
Ab Talib et al. (2015) Halal supply chain critical success factors: A Halal certification is a proof that provide assurance
literature review to consumers that product is safe for consumption
Halal logo and certification is one of critical success
factors of Halal supply chain
(continued)

Table VIII.
literature

701
review
Systematic
 11,3

702
JIMA

Table VIII.
Themes Author Focus of study Findings related to theme

Ahmed, (2008) To explore several marketing issues such as The authenticity of meat is the major stimuli for
Consumer buying behavior and supply channels, in meat buyers irrespective of the price
relation to buying halal meat (HM) from local shops The researcher found certifications as a major
versus supermarket, in the UK attribute for customers
Kamarulzaman et al. Religion, markets, and digital media: seeking halal On social media,many halal seekers verify halal
(2016) food in the USA status of food by halal logo and labeling
Auhenticity of halal food is considered as important
factor
Acculturation (Referred in Ayyub, (2015) To investigate the perceptions of non-Muslims Apparently, acculturation of halal food is increasing
1 study) towards halal food products among non-Muslims
It is reducing negative effects and increasing
positivity towards food acceptability among Non-
Muslims
Therefore, Acculturation of halal foods positively
moderates the relationship of quality, knowledge
and animal welfare concerns to the perception of
Non-Muslim towards halal foods
Top Management Ahmad et al. (2017) To investigate the Critical success factors affecting Implementation of food management system in top
Commitment (Referred in the implementation of food management systems: management counts a lot as employees follow the
1 study) perspective of executives, consultants and auditors rules seriously if top management takes it seriously
Adequate support Adequate facilities must be ensured to avoid the food
(Referred in 1 study) becoming haram
Training and education In training and education, communication must be in
(Referred in 1 study) the language understandable to the workers
Employee attributes and Production experts must be concerned about good
management (Referred in hygienic practices with personal protective
1 study) equipment
Policy and procedure It’s the policy for workers to bring food only to show
(Referred in 1 study) commitment to customers for development of food
safety
(continued)
Themes
Supplier management
(Referred in 1 study)
Teamwork (Referred in 1
study)
Customer focus (Referred
in 1 study)
Direct contact with haram
(Referred in 1 study)
Risk (Referred in 1 study)
Perception (Referred in 1
study)
Traceability (Referred in 2
studies)
Contamination (Referred
in 1 study)
Table VIII.
Author Focus of study
Tieman (2011) Intends to describe the essential requirements of
food supply chains so as to the integrity of food at
the point of consumption, which is an obligation for
the Muslims
Ab Talib et al. (2015) Halal supply chain critical success factors: A
literature review
Thomas et al. (2017) To investigate a slaughterhouse in the UK that
prepares both and non- meat items
Thomas et al. (2017) To investigate a slaughterhouse in the UK that
prepares both and non- meat items
Findings related to theme
To ensure the quality and safety, food supply
management must be followed. There should be
audit of the existing supplier’s products, ingredients
and logos recognized by JAKIM
There should be coherence between workers and
management as a team to get better productivity
Customers must be satisfied by fulfilling their needs,
wants and suggestions regarding product
ingredients as well as labeling and packaging
according to JAKIM
Contact between haram and halal must be avoided in
order to fulfill the high assurance of the Muslims and
to avoid it to be contaminated with haram
As high risk prevails in terms of physical
segregation of halal foods in storing , transporting
and handling, coding,andlabeling etc.so, it should be
handled very carefully
Perception about halal and haram should be
different in any school of thought but the concept
itself is very clear in all schools of thought
Traceability is considered as one of critical success
factors of halal supply chain
Proper tagging and labeling should be used to
ensure and maintain traceability
Different tools and equipments like knives, hooks
and operator’s clothing used in halal and haram
slaughtering procedures should be properly clean,
(continued)
literature
703
review
Systematic
 11,3

704
JIMA

Table VIII.
Themes Author Focus of study Findings related to theme

sterilized and handled separately to avoid

contamination
Perceived value and Jamal et al. (2015) Perceived value and perceived usefulness of halal Both these things are very significant and stronger
usefulness (Referred in 1 labeling: The role of religion and culture predictor of attitude towards halal labeling
study)
Purity (Referred in 1 Ali et al. (2017) Identifies stages and the safeguarding of halal food Consumers mentioned that purity is a key factor
study) integrity Purity is considered as basic foundation of halal food
it means that it should not be contaminated with any
element which is considered as non-halal
Safety (Referred in 1 Food safety is very important element because it can
study) directly affect consumer’s health positively and
negatively
So, from the perspective of halal supply chain
integrity the element of safety couldn’t ignore
Freshness of meat Chamhuri and Batt Exploring the factors influencing consumers’ choice Customers prefer purchasing of fresh meat from
(Referred in 1 study) (2013) of retail store when purchasing fresh meat in traditional markets because fresh meat products
Malaysia were slaughtered early in the morning and delivered
directly to the retailers in different locations
Relationship with People prefer to buy from same butchers because
Retailers (Referred in 1 they have trust on them
study) Butchers provide services according to the
consumer’s preferences with reference to cleaning or
cutting the meat which encourages customers.
That’s why they are loyal with such butchers
Store Environment Pleasant atmosphere was an influential factor in
(Referred in 1 study) consumer’s store choice decision
Traditional markets as crowded, hot and stuffy as
compared to supermarkets. But these markets
offered variety of products and superior product
quality which are far from the inferior shopping
atmosphere
under stable language to the workers, hygiene practices with personal protective Systematic
equipment must be ensured in production process even with some penalties, policy for literature
workers to bring food only to show commitment to the customers for development of
and food safety, quality and safety of foods must be followed according to JAKIM
review
specially in supply management procedure, there should be coherence between workers
and management to enhance the productivity, customer’s needs, want and suggestion
must be fulfilled according to JAKIM, the contact between halal and haram should be
avoided. Moreover, high risk prevails in terms of physical segregation by all means so it
705
should be handled carefully, perception about halal and haram could be different in any
school of thought but the concept is very clear in all schools of thought. The proper
tagging and labeling should be used to ensure traceability, tools handling and proper
stabilizing must be ensured to avoid contamination between halal and haram both
(Table VIII).

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Corresponding author
Rana Muhammad Ayyub can be contacted at: drranaayyub@gmail.com

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