Development of Halal Food in Muslim Minority Countries

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THE 10th ISLAMIC BANKING, ACCOUNTING AND FINANCE INTERNATIONAL CONFERENCE 2022

(iBAF 2022)

Development of Halal Food in Muslim Minority Countries Hery Syahrial

Faculty of Economics and Business, Universitas Medan Area (UMA) Jl. Setia Budi No.79 Kota Medan, Sumatera Utara, Indonesia

Tel: +628 1361774714 E-mail: [email protected]

Muthya Rahmi Dharmansyah

Riza Fanny Meutia

Miftahuddin

Nabil Fauzan

Abstract

This study aims to explore the development of halal food in Muslim minority countries in the last 5 years. A total of 29 articles on the Scopus database published from 2018 to 2022 were investigated using the structured literature review method includes bibliometric approach to explore information about articles per year, journals, publishers, authors, citation documents, and countries. The results revealed a downward trend in the development of halal food studies in Muslim minority countries, the Journal of Islamic Marketing and Emerald as the top journal and publisher, Bashir A. M. is the most productive author with 2 articles have received citations of more than 40 citations, and as many as 14 Muslim minority countries have concerns on halal food by placing South Africa followed by Spain, Thailand and Japan were the top countries in the number of studies. Although research on halal food has developed extensively, however, there is no specific study focus on halal food in Muslim minority countries.

Keywords: Halal food; Halal industry; Minority countries; Systematic review

1. Introduction

The awareness and development of halal market has increased over the past few years through efforts initiated by scholars and business policymakers (Jafari & Scott, 2014), while currently the interest in halal market has gone global (Al-Ansi et al., 2019). It means, the halal business has grown in many countries in the world. Studies on halal have been widely carried out which are associated with the topics of food, Malaysia, certification, Islam, market, attitude, consumer behavior, religiosity, purchase intention (Secinaro & Calandra, 2020). The halal market is not related to food sector but also pharmaceuticals, cosmetics, tourism, media, recreation which discussed across disciplines such as logistics, marketing, branding and financing (Naeem et al., 2019). However, in this study the authors focus on halal food. The halal food market is a huge and become rapidly promising business (Iranmanesh et al., 2021). Muslims around the world have special requirements when consuming food and beverages (Susanty et al., 2022). It is stated in the Qur’anic verse of Al-Baqarah 172 that every Muslims should consume halal

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food/drinks and avoid haram (prohibited) things. These clearly confirmed that no other options for every Muslim except consuming halal food.

Moreover, the link between food and religion is inseparable (Feeley-Harnik, 1995), and food plays an important role in consumer life (Naeem et al., 2019). According to a report by Dinar Standard (2020), the food and beverage (F&B) market for halal goods is valued at $1.4 billion and is expected to grow by 6.9% by 2023.

The halal food market is dominating the world food market, as Muslims need to consume halal food, regardless of whether they live in the social order of the Muslim majority or minority (Razzaque & Chaudhry, 2013). Despite this rapid growth, Haleem et al. (2020) found that research on halal economics is not sufficient. Research on halal food has been widely carried out in Muslim-majority countries such as Malaysia, Indonesia, Pakistan with a total of 217 articles and has also been carried out in Muslim minority countries such as the United Kingdom, China, Australia, United States of America, Brazil, and Japan (Secinaro & Calandra, 2020). However, it has not been found out how is the development of halal food in Muslim minority countries. Muslims in minority countries also feel it is important to know about halal food.

1.1 Reasons for research in minority countries

This is in accordance with religious orders and provides health benefits. Therefore, this study will explore the development of halal food in Muslim minority countries specifically in the last 5 years. Muslims in minority countries also feel it is important to know about halal food. This is in accordance with religious teachings and provides health benefits.

2. Literature review

The study of halal food has appeared in 2003 which began with a discussion about halal and halal food laws in the food industry in the United State (Regenstein et al., 2003), and also a book that discusses halal food production (Riaz & Chaudry, 2003). The State of the Global Islamic Economy Report (Reuters & Standard, 2014) reports that the halal food market is one of the largest consumer markets in the world. This is also stated in the reports that Muslim communities spend 16.6 percent of total global food expenditure, indicating that the halal food market is one of the largest food markets in the world (Ab Talib et al., 2016). The emergence of halal food in the global market is closely related to the growth of the global Muslim population (Abdul‐Talib & Abd‐Razak, 2013; Lever & Miele, 2012; Regenstein et al., 2003), which is predicted to experience a population increase of 35 percent, from 1.6 billion in 2010 to 2.2 billion by 2030 (Center, 2011). The growth of the halal food market is also supported by wide acceptance among non-Muslim consumers who consider halal food to be a safe, hygienic, quality, and healthy product (Aziz & Chok, 2013; Rezai et al., 2012). This is supported by previous studies that have shown significant growth in halal food markets in various non-Muslim countries in Europe, South America, Africa, North America, Oceania, and Asia Pacific countries (Job, 2015; Iranmanesh et al., 2021; Kabir, 2015;

Lever & Miele, 2012; Sherwani et al., 2018). Studies in the field of halal food have now been widely associated with, halal certification, Islam, halal market, attitude, consumer behavior, religiosity, purchase intention (Secinaro

& Calandra, 2020).

3. Methodology

Data collection began with searching using the keyword "halal food", in the title and keyword in the Scopus database from 2018 - 2022 which was utilized in journals, and obtained 89 articles. The database in Scopus includes most of the journals indexed in WoS (Mongeon & Paul-Hus, 2016). Furthermore, the search is specific to relevance, linkages with halal food in Muslim minority countries, reading abstracts and conclusions, obtained 29 articles. The authors used conceptual analysis and bibliometric analysis to obtain solid and robust results (Della Corte et al., 2018), and narrative literature. The investigation proceeds to analyze documents per year, journals, publishers, authors, citations of documents and countries. The data collection mechanism can be seen in Figure 1 below.

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Figure 1. Data collection mechanism.

4. Result

There are 29 articles devoted to halal food in Muslim minority countries. The distribution of article publications from 2018-2022 is shown in table 1. The most publications were carried out in 2019 with 10 articles (34.48%), followed by 2018 with 6 articles (20.68%), in 2020 and 2021 with 5 articles each (34.48%), and in 2022 with 3 articles (10.34%).

Table 1. The number of documents on halal food in Muslim minority countries.

Furthermore, of the 29 articles published from 2018-2022, as many as 10 articles (34.48%) were published in the Journal of Islamic Marketing, then the Journal of Food Product Marketing as many as 3 articles (10.34%), the British Food Journal and the International Food and Agribusiness Management Review were 2 articles each (13.79

%), and the remaining 12 journals were 1 article each (41.38 %). The distribution of the number of articles published in the journal is shown in Table 2

Year No. of studies

2022 3

2021 5

2020 5

2019 10

2018 6

Total 29

Articles Identified Through Electronic Database (SCOPUS)

Are the articles:

• Relevance

• Related to halal food in minority country Are these criteria fulfilled:

• Keywords

• Period

Excluded

89 Articles

29 Articles

Excluded No

No Yes

Yes

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Table 2. Distribution of journal publication.

Journal No. of studies

Journal of Islamic Marketing 10

Journal of Food Products Marketing 3

British Food Journal 2

International Food and Agribusiness Management Review 2

Journal of Strategic Marketing 1

Journal of Travel and Tourism Marketing 1

RAE Revista de Administracao de Empresas 1

Transportation Research Part E: Logistics and Transportation Review 1

Journal of Hospitality and Tourism Education 1

International Journal on Food System Dynamics 1

International Journal of Procurement Management 1

International Journal of Consumer Studies 1

Current Issues in Tourism 1

Corporate Social Responsibility and Environmental Management 1

African Journal of Hospitality, Tourism and Leisure 1

African Journal of Business and Economic Research 1

Total 29

Furthermore, of the 29 articles selected, 12 articles (41.38%) were published by Emerald publishing, 5 articles were published by Routledge (17.24%), 2 articles each by Taylor and Francis and the International Food and Agribusiness Management Association (13.79%), and the remaining 1 (27.59%), and the publisher distribution of 29 articles can be seen in Table 3.

Table 3. The distibution of number of studies in publisher.

Publisher No. of studies

Emerald 12

Routledge 5

Taylor and Francis 2

International Food and Agribusiness Management Association 2

Adonis & Abbey 1

Africa Journals 1

John Wiley and Sons 1

Willey-Blackwell 1

Inderscience 1

CENTMA Research 1

Fundacao Getulio Vargas 1

Elsevier 1

Total 29

The number of authors who study halal food in Muslim minority countries can be seen in Table 4 below.

Table 4. The most dominant authors.

Author No. of studies

Bashir, A.M. 5

Wilkins, S 2

Pradana, M. 2

Bhoola, S. 1

De Boni, A 1

Firdaus, F.S 1

Fuseini, A 1

Ijaz, A. 1

Jeaheng, Y. 1

Kawata, Y 1

Kwag, S.I. 1

Meixner, O. 1

Mumuni, A.G 1

Riesz, L. 1

Roberts-Lombard 1

Secinaro, S 1

Stepman, E. 1

Syukur, M 1

Takeshita, S. 1

Wannasupchue, W 1

Yang, S.-H. 1

Yazawa, A. 1

Zulfakar, M.H 1

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From Table 4, it can be seen that Bashir, A. M. is an author who writes a lot of halal food in Muslim minority countries with 5 articles (17.24%), followed by Wilkin, S. and Pradana, M. with 2 articles each (13.79%), and other authors with 1 article each (68.96%). The distribution of authors is shown in Table 4.

Table 5. Top 10 cited documents.

No Title Cited

1 Factors affecting consumers’ intention towards purchasing halal food in South Africa: a structural

equation modelling 61

2 Halal-friendly hotels: impact of halal-friendly attributes on guest purchase behaviors in the Thailand

hotel industry 41

3 Institutional forces on Australian halal meat supply chain (AHMSC) operations 28 4 The acceptance of halal food in non-Muslim countries: Effects of religious identity, national

identification, consumer ethnocentrism and consumer cosmopolitanism 26

5 Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention 22 6 Non-Muslims’ acceptance of imported products with halal logo: A case study of Malaysia and Japan 17 7 Religious identity, community and religious minorities’ search efforts for religiously sanctioned food:

The case of halal food in non-Muslim majority markets 17

8 Italian halal food market development: drivers and obstacles from experts’ opinions 10 9 Product standardisation in the food service industry: post-purchase attitudes and repurchase intentions of

non-Muslims after consuming halal food 9

10 An explorative study with reference to Cape Town of South Africa 8

Table 5 shows the number of citations from halal food articles in Muslim minority countries. An article entitled: “Factors affecting consumers' intention towards purchasing halal food in South Africa: a structural equation modeling” is the article with the highest number of citations at 61 citations. The distribution of the number of citations from 30 articles of each can be seen in Table 5.

Halal food studies in Muslim minority countries have expanded in 14 countries. South Africa is the top halal food in Muslim minority countries with 6 articles (20.69%), followed by Spain, Thailand and Japan with 3 articles each (31.03%). Furthermore, the distribution of halal food studies in Muslim minority countries can be seen in Table 6

Table 6. Muslim minority countries.

Country No. of studies

South Africa 6

Spanyol 3

Thailand 3

Japan 3

United Kingdom 2

Italia 2

Canada, Spain and the United Kingdom 2

South Korea 2

Australia 1

Austria 1

America 1

Belgium 1

France 1

Taiwan 1

Total 29

5. Discussion and Conclusion

From the results of the review, it can be seen that 2019 was the year of the most articles studying halal food in Muslim minority countries (10 articles), although there was a decrease in the number of articles in the following year, researchers still pay attention and concern in the development of halal food, especially in Muslim minority countries. The results of the study have also placed the Journal of Islamic Marketing as the top one journal out of 16 journals that contributed. Furthermore, based on data obtained by Emerald, it is the top publisher in the distribution publisher with a total of 12 articles. Bashir, A.M is the most prolific author in the development of halal food in minority countries with a total of 5 articles. Articles with the title “Factors affecting consumers' intention towards purchasing halal food in South Africa: a structural equation modeling” and “Halal-friendly hotels: impact of halal-friendly attributes on guest purchase behaviors in the Thailand hotel industry” were the articles that received the most citations, namely 61 and 41 citations. There are 14 Muslim minority countries that also study halal food by placing South Africa followed by Spain, Thailand and Japan as the top countries in the number of studies.

In this study, researchers used bibliometric methods and literature review to study the development of halal food in Muslim minority countries. A number of identifications were carried out related to the number of documents per year, the most journals, publishers, productive authors and the number of citations from articles in

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the period 2018 to 2022 in the 30 documents /articles collected. Several important points have been obtained from this study. The number of documents per year, although it has decreased, researchers have shown concern and concern in the development of halal food in Muslim minority countries. 16 reputable journals are recorded to have contributed by placing the Journal of Islamic Marketing as the top journal. 12 publishers are known to have supported the development with Emerald and Routledge occupying the top position, there is an author (Bashir, A.M) who is very prolific, and the published articles have received significant citations from researchers. A total of 14 Muslim minority countries have been concerned with halal food by placing South Africa followed by Spain, Thailand and Japan as the top countries in the number of studies.

It is hoped that further research can explore related to halal food or the halal food segment that has been carried out in minority countries. It is necessary to add the VOSviewer software application to obtain additional more complex data related to halal food in the minority country.

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