Beyond compliance: Baking ingredients suppliers’ insights on halal certification and non-Muslims market dynamics in Malaysia

Abstract

This study explores the importance of Halal certification to non-Muslim users from the perspective of baking ingredient suppliers in Malaysia. Recognising the evolving role of Halal certification beyond religious compliance, the research investigates how non-Muslims baking ingredient users adopt Halal-certified ingredients to meet consumer expectations and gain market advantages. Semi-structured interviews were conducted with twelve baking ingredient suppliers using a qualitative research design and purposive sampling. Data were extracted from the interviews, and thematic analysis was carried out to identify the themes. Thematic analysis revealed twelve paradigms of Halal certification, organized under two primary sub-themes: (1) Religious and Cultural Commitment and (2) Business Strategy and Marketability.  The motivation to rely on external reputational source by these consumers varies, ranging from cultural and dietary compliance, fulfilling a moral obligation towards Muslim consumers, subsequently enhancing their business growth. From the suppliers’ perspective, these insights highlight that Halal certification transcends religious boundaries and functions as a strategic and ethical business tool to business and commercial users whereas end-users use it as a reference to meet their daily cultural and dietary compliance. Furthermore, the use of Halal-certified products in their business also enhances Halal market inclusivity among non-Muslim micro-entrepreneurs. This research contributes to the understanding of Halal consumption behaviour among non-Muslims and offers new perspectives on fostering cross-cultural religious harmony through ethical food practices