From Sacred Traditions to Modern Tastes: Understanding Muslim Consumers' Halal Food Consumption Choices in Emerging Markets
DOI:
https://doi.org/10.37812/aliqtishod.v13i2.1881Keywords:
Halal Marketing, Critical Discourse, Religious Symbols, Critical Discourse Analysis, Muslim ConsumersAbstract
This study aims to examine how halal food product communication strategies are built through digital media in developing countries, with a focus on Indonesia and Malaysia. Using a qualitative approach, this study analyzes the visual and textual content of various digital platforms used by halal food producers through Norman Fairclough's Critical Discourse Analysis. The results of the study show that halal marketing communication is no longer limited to conveying compliance with Sharia principles but instead forms a hybrid narrative that combines religious symbols and modern aesthetics. Arabic calligraphy, scripture quotes, and Islamic icons are presented alongside minimalist designs, representations of urban lifestyles, and testimonials from Muslim influencers. These findings show a shift in the meaning of halal to an aspirational and dynamic identity of the contemporary Muslim lifestyle. Digital media serves as an ideological space that helps shape consumer perceptions and preferences while strengthening contextual social narratives of religiosity. This research provides a theoretical contribution to expanding the halal discourse from a normative approach to socio-cultural studies. Practically, this research offers strategic insights for halal industry players to design communication that is more sensitive to cultural values and the demands of modern consumers. The study provides an opportunity for further research through a triangulation approach that combines a more in-depth consumer perspective and cross-cultural analysis.
References
Abell, Annika, and Dipayan Biswas. “Digital Engagement on Social Media: How Food Image Content Influences Social Media and Influencer Marketing Outcomes.” Journal of Interactive Marketing 58, no. 1 (February 19, 2023): 1–15. https://doi.org/10.1177/10949968221128556.
Aji, Hendy Mustiko, and Istyakara Muslichah. “Is Halal Universal? The Impact of Self-Expressive Value on Halal Brand Personality, Brand Tribalism, and Loyalty: Case of Islamic Hospitals.” Journal of Islamic Marketing 14, no. 4 (March 10, 2023): 1146–65. https://doi.org/10.1108/JIMA-10-2021-0327.
Al-Kwifi, Osama Sam, Paul Sergius Koku, Allam K. Abu Farha, and Salem Mohamed Al Halbadi. “Do Islamic Ethics Influence Consumers’ Reaction to Advertising Messages of Certain Foods? Tracking Consumers’ Reaction Using FMRI Technology.” Journal of Global Marketing 35, no. 5 (October 20, 2022): 349–67. https://doi.org/10.1080/08911762.2022.2037806.
Amalia, Fatya Alty, Yuliani Dwi Lestari, Kung-Jeng Wang, Faridatus Saidah, and Aghnia Nadhira Aliya Putri. “Pivotal Stimulants to Halal Certified Firms: A Case Study of Taiwan.” Journal of Islamic Marketing 14, no. 12 (November 24, 2023): 3133–49. https://doi.org/10.1108/JIMA-06-2022-0181.
Arifin, Mohamad Rahmawan, Bayu Sindhu Raharja, and Arif Nugroho. “Do Young Muslim Choose Differently? Identifying Consumer Behavior in Halal Industry.” Journal of Islamic Marketing 14, no. 4 (March 10, 2023): 1032–57. https://doi.org/10.1108/JIMA-02-2021-0049.
Batubara, Chuzaimah, and Isnaini Harahap. “HALAL INDUSTRY DEVELOPMENT STRATEGIES: Muslims’ Responses and Sharia Compliance In Indonesia.” JOURNAL OF INDONESIAN ISLAM 16, no. 1 (June 1, 2022): 103. https://doi.org/10.15642/JIIS.2022.16.1.103-132.
Chong, Shyue Chuan, Chin Chai Yeow, Choon Wei Low, Pei Yew Mah, and Diep Thanh Tung. “Non-Muslim Malaysians’ Purchase Intention towards Halal Products.” Journal of Islamic Marketing 13, no. 8 (June 24, 2022): 1751–62. https://doi.org/10.1108/JIMA-10-2020-0326.
Dodlek, Ivan. “Values in Narratives: Religious Education as an Exercise in Emotional Rationality.” Religions 15, no. 10 (October 18, 2024): 1283. https://doi.org/10.3390/rel15101283.
Elliott, C, E Truman, and S Aponte-Hao. “Food Marketing to Teenagers: Examining the Power and Platforms of Food and Beverage Marketing in Canada.” Appetite 173 (2022). https://doi.org/10.1016/j.appet.2022.105999.
Fairclough, Norman. Critical Discourse Analysis: The Critical Study of Language. Longman Publishing. Englan: Longman Publishing, 1995. https://doi.org/10.1016/0378-2166(96)89194-6.
Fauzi, Muhammad Ashraf. “Consumer Purchase of Halal Certified Product: A Quantitative Systematic Literature Review.” Journal of Islamic Marketing 14, no. 6 (May 11, 2023): 1397–1416. https://doi.org/10.1108/JIMA-09-2021-0299.
Fauzi, Muhammad Ashraf, Noor Saadiah Mohd Ali, Nazirah Mat Russ, Fazeeda Mohamad, Mohamed Battour, and Nor Nadiha Mohd Zaki. “Halal Certification in Food Products: Science Mapping of Present and Future Trends.” Journal of Islamic Marketing 15, no. 12 (December 2, 2024): 3564–80. https://doi.org/10.1108/JIMA-12-2023-0407.
Firdaus, F S, R B Ikhsan, and Y Fernando. “Predicting Purchase Behaviour of Indonesian and French Muslim Consumers: Insights from a Multi-Group Analysis.” Journal of Islamic Marketing 14, no. 5 (2023): 1229–59. https://doi.org/10.1108/JIMA-05-2021-0169.
Firdaus, Farah Syahida, Ridho Bramulya Ikhsan, and Yudi Fernando. “Predicting Purchase Behaviour of Indonesian and French Muslim Consumers: Insights from a Multi-Group Analysis.” Journal of Islamic Marketing 14, no. 5 (April 4, 2023): 1229–59. https://doi.org/10.1108/JIMA-05-2021-0169.
Hidayat, Sutan Emir, Ahmad Rafiki, and Muhammad Dharma Tuah Putra Nasution. “Halal Industry’s Response to a Current and Post-COVID-19 Landscape and Lessons from the Past.” Journal of Islamic Marketing 13, no. 9 (July 27, 2022): 1843–57. https://doi.org/10.1108/JIMA-06-2020-0180.
Idris, I., S.S. Alias, and S.K.N. Singh. “Perception of Muslim Consumers Towards Halal Branding in Advertising.” International Journal of Criminology and Sociology 9 (April 5, 2022): 2004–11. https://doi.org/10.6000/1929-4409.2020.09.235.
Kilby, Laura, and Henry Lennon. “When Words Are Not Enough: Combined Textual and Visual Multimodal Analysis as a Critical Discursive Psychology Undertaking.” Methods in Psychology 5 (December 2021): 100071. https://doi.org/10.1016/j.metip.2021.100071.
Kusuma, Redika Ardi. “BIBLIOMETRIC ANALYSIS OF FOOD AND POST-HARVEST RESEARCH IN ENHANCING THE INTEGRITY OF HALAL FOOD INDUSTRY.” Agroindustrial Technology Journal 7, no. 2 (June 3, 2023). https://doi.org/10.21111/atj.v7i2.9409.
Mabkhot, Hashed. “Factors Affecting the Sustainability of Halal Product Performance: Malaysian Evidence.” Sustainability (Switzerland) 15, no. 3 (2023). https://doi.org/10.3390/su15031850.
Md Nawi, Nurul Hudani, Puteri Hayati Megat Ahmad, Habibie Ibrahim, and Norazah Mohd Suki. “Firms’ Commitment to Halal Standard Practices in the Food Sector: Impact of Knowledge and Attitude.” Journal of Islamic Marketing 14, no. 5 (April 4, 2023): 1260–75. https://doi.org/10.1108/JIMA-10-2021-0333.
Mohamed Nasir, Kamaludeen. “Islamic Revivalism and Muslim Consumer Ethics.” Religions 13, no. 8 (August 16, 2022): 747. https://doi.org/10.3390/rel13080747.
Mohamed, Yusaini Hisham, Mohd Faiq Abdul Fattah, Abdul Mutalib Hassan, Mohd Husaini Rani, and Fadilah Puteh. “Impact of Halal Supply Chain Management on Halal Integrity in Malaysia’s TVET Food Industry.” The Journal of Technical Education and Training 16, no. 2 (October 1, 2024). https://doi.org/10.30880/jtet.2024.16.02.020.
Nafik Hadi Ryandono, Muhammad, Imron Mawardi, Lina Nugraha Rani, Tika Widiastuti, Ririn Tri Ratnasari, and Akhmad Kusuma Wardhana. “Trends of Research Topics Related to Halal Meat as a Commodity between Scopus and Web of Science: A Systematic Review.” F1000Research 11 (December 22, 2022): 1562. https://doi.org/10.12688/f1000research.123005.1.
Nawas, Kamaluddin Abu, Abdul Muiz Amir, Alim Syariati, and Fahmi Gunawan. “Faking the Arabic Imagination Till We Make It: Language and Symbol Representation in the Indonesian E-Commerce.” Theory and Practice in Language Studies 13, no. 4 (April 1, 2023): 994–1005. https://doi.org/10.17507/tpls.1304.21.
Nisa, Eva F. “Transnational Halal Networks: INHART and the Islamic Cultural Economy in Malaysia and Beyond.” Global Networks 23, no. 3 (July 20, 2023): 557–69. https://doi.org/10.1111/glob.12432.
Ossman, N S M, P.-S. Ling, and S M M Wasli. “Intention to Purchase Foreign Halal Food Products among Muslim Consumers Using S-O-R Framework.” International Review of Management and Marketing 15, no. 3 (2025): 10–17. https://doi.org/10.32479/irmm.18074.
Rachmawati, E, and A Suroso. “A Moderating Role of Halal Brand Awareness to Purchase Decision Making.” Journal of Islamic Marketing 13, no. 2 (2022): 542–63. https://doi.org/10.1108/JIMA-05-2020-0145.
Rehman, Fazal Ur, and Ali Zeb. “Translating the Impacts of Social Advertising on Muslim Consumers Buying Behavior: The Moderating Role of Brand Image.” Journal of Islamic Marketing 14, no. 9 (August 17, 2023): 2207–34. https://doi.org/10.1108/JIMA-07-2021-0231.
S Soesilowati, Endang. “Business Opportunities for Halal Products in the Global Market: Muslim Consumer Behaviour and Halal Food Consumption.” Journal of Indonesian Social Sciences and Humanities 3, no. 1 (December 5, 2018). https://doi.org/10.14203/jissh.v3i1.50.
Salehzadeh, Reza, Maryam Sayedan, Seyed Mehdi Mirmehdi, and Parisa Heidari Aqagoli. “Elucidating Green Branding among Muslim Consumers: The Nexus of Green Brand Love, Image, Trust and Attitude.” Journal of Islamic Marketing 14, no. 1 (January 2, 2023): 250–72. https://doi.org/10.1108/JIMA-08-2019-0169.
Shah, Syed Adil, Maqsood Hussain Bhutto, and Sarwar M. Azhar. “Integrative Review of Islamic Marketing.” Journal of Islamic Marketing 13, no. 6 (April 22, 2022): 1264–87. https://doi.org/10.1108/JIMA-07-2020-0216.
Taylor, Sarah McFarland, and Mara Einstein. “Introduction to Special Issue on Religion, Media, and Marketing.” Journal of Religion, Media and Digital Culture 11, no. 1 (November 22, 2022): 1–11. https://doi.org/10.1163/21659214-bja10072.
Usman, Hardius, Chairy Chairy, and Nucke Widowati Kusumo Projo. “Between Awareness of Halal Food Products and Awareness of Halal-Certified Food Products.” Journal of Islamic Marketing 14, no. 3 (February 10, 2023): 851–70. https://doi.org/10.1108/JIMA-07-2021-0233.
Yulianto, Heru, Yohanes Sutomo, Dyah Palupiningtyas, and Krisnawati Setyaningrum Nugraheni. “Investigating the Role of Interactive Social Media and Halal Brand Equity on Purchase Decision-Making: Direct and Indirect Effects.” Measuring Business Excellence 26, no. 4 (November 2, 2022): 524–40. https://doi.org/10.1108/MBE-02-2021-0025.
Zaid, Bouziane, Jana Fedtke, Don Donghee Shin, Abdelmalek El Kadoussi, and Mohammed Ibahrine. “Digital Islam and Muslim Millennials: How Social Media Influencers Reimagine Religious Authority and Islamic Practices.” Religions 13, no. 4 (April 8, 2022): 335. https://doi.org/10.3390/rel13040335.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Muhamad Takhim, Ali Maksum
This work is licensed under a Creative Commons Attribution 4.0 International License.
