Purpose This study aims to propose and test a research framework that explores the impact of tourists’ perceived joyful experience (PJE) on destination attachment, which in turn affects their engagement, satisfaction and word-of-mouth (WOM) with religious tourism/travel destinations. The study also tested the moderating role of visiting duration on the association between destination attachment and tourist engagement. Design/methodology/approach Using a structured survey, data were collected from 255 tourists visiting the religious cities of Mecca and Medina in Saudi Arabia. The model was analyzed using partial least squares structural equation modeling. Findings First, the results render the positive effect of tourists’ PJE on destination-attachment and engagement. Second, results uncovered that tourist engagement has a significant-positive impact on WOM and satisfaction. Third, the study identifies an indirect effect of PJE on WOM and satisfaction sequentially mediated through attachment and engagement. Finally, tourists’ visiting duration positively moderates the link between attachment and engagement. Research limitations/implications The study focuses on PJE, engagement, WOM and satisfaction. This study contributes to extant tourism marketing research and generates valuable opportunities for further research. Practical implications The findings offer actionable strategies for tourism managers and marketers in religious destinations to enhance tourists’ emotional connection and behavioral engagement by designing experiences that foster joy, attachment and extended visits. Originality/value This study provides new insights into the emotional and behavioral mechanisms driving religious tourism by emphasizing the role of joyful experience. It contributes to the literature by offering a nuanced understanding of how affective experiences in sacred destinations can foster visitor loyalty and advocacy.
Purpose Augmented reality (AR) has become a vital tool for practitioners and marketers to offer adequate visual product information to virtual consumers interactively. This research aims to investigate the direct and indirect effects of AR usage motivation and augmentation quality on impulse purchase intention mediated by perceived value. The stimulus-organism-response framework has been used to understand the mechanism deeply; however, product involvement has been used as a moderator. Design/methodology/approach The survey method was used to collect data from 346 AR users, and a repeated-indicator approach was applied in the structural equation modeling. Findings AR usage motivation emerged as a primary factor driving impulse buying, both directly and through perceived value. Augmentation quality did not yield fruitful results for impulse-buying intention. Nevertheless, it had a significant impact on perceived value and impulse-buying intention when perceived value was used as a mediator. Furthermore, product involvement moderates the relationship between perceived value and the intention to make impulse purchases. Originality/value The results contribute to the marketing literature from a technological perspective, reporting that external stimuli, through perceived value, generate a positive response. The results provide valuable insights for marketers, practitioners, and managers of response systems in AR-based applications. The authors also provided comprehensive guidelines for future researchers interested in exploring the marketing or behavioral aspects of AR.
PurposeThis study aims to examine the increasing role of religious identity in influencing retail brand dynamics and to incorporate a hybrid review by summarising current information on the role of religiosity in consumer behaviour and brand relationships, charting significant themes, theories, contexts, constructs and methods in the literature. Design/methodology/approachA hybrid review was used, along with a systematic literature review, BERTopic and bibliometric analysis. The Theory–Context–Characteristics–Method (TCCM) framework was used to categorise literature into six primary thematic areas, while the Antecedents–Decisions–Outcomes (ADO) model explains the impact of religious identity on consumer behaviour and retail brand dynamics. FindingsThis study identifies six prevailing themes: religious influence on marketing ethics and consumer behaviour; faith-based and Islamic branding strategies, religion in advertising and messaging, religiosity and purchase behaviour, religious sentiment in tourism and community outreach and social identity and communication in religious communities. Notable gaps include overreliance on quantitative techniques, insufficient theoretical heterogeneity and lack of qualitative and longitudinal studies. The ADO model explains how religious identity shapes consumer behaviour, brand meaning and retail experiences. The study develops seven theory-driven propositions that explain underexplored linkages between religiosity, decision processes and retail brand outcomes. Originality/valueThis hybrid review integrates bibliometric, SLR and topic-modelling methods to investigate the topic of religious identity in retail branding. This study contributes in developing seven actionable and testable propositions grounded in the TCCM and ADO frameworks, which offer a structured agenda for future research. Results indicate growth in religion-based retail studies after 2010, particularly in India, Saudi Arabia, the UK and Malaysia, with emphasis on Islamic marketing, halal consumption and faith-based finance. While rising, other areas such as digital and gendered religiosity are underexplored and require more in-depth qualitative, cross-cultural and intersectional research.
Purpose This study aims to ascertain the readiness of the Muslim community in regard to the development of a Hajj and Umrah platform by the Hajj Financial Management Agency (BPKH). Design/methodology/approach This study used a quantitative research method using a questionnaire. The technology readiness and acceptance model (TRAM) was adapted by adding the digital Sharia economy (DSE) as the dependent variable. Findings Optimism (OPT) and innovativeness (INN) exerted a positive influence on both perceived ease of use (PEU) and perceived usefulness (PU), while insecurity (INSE) exerted no impact. Conversely, discomfort (DISC) exhibited no substantial impact on PEU; however, it exerted a negative impact on PU. Furthermore, PU and PEU were proven to impact readiness to use (RU) and positively impacted DSE. The digital readiness of the Muslim community with regard to the Hajj and Umrah platform is positive. They believe the platform’s ease of use and benefits outweigh any potential discomfort or insecurity. Research limitations/implications The present study possesses several limitations. The utilization of a nonprobability sampling technique has imposed limitations on the generalizability of the results obtained. This then suggests the potential for future adoption of probability or stratified sampling methods for broader representation. The scope of this present study was confined to selected TRAM constructs, excluding factors such as culture, religiosity and digital literacy, which could be explored in future studies. The cross-sectional design also imposes limitations on the temporal applicability of the findings, necessitating longitudinal research to track evolving readiness and acceptance. Practical implications The results of the study highlight two key points. First, BPKH can strategically accelerate the adoption of digital Hajj and Umrah through a dual approach: leveraging community optimism and innovativeness, while reducing insecurity and discomfort. It does so via user education, robust data protection and improved interface design. These efforts are pursued in partnership with platform providers, regulators and Sharia-compliant financial institutions. Second, a key novelty lies in the proposed integration of existing applications into a unified digital ecosystem that enhances accessibility, transparency and operational efficiency for pilgrims. Social implications The social implications are to provide convenience for people carrying out the Hajj process and support the DSE. Theoretically, the study contributes to theoretical discourse by extending the TRAM model to the digital Hajj and Umrah context. This extension offers new insights into the DSE, where optimism and innovativeness function as enablers, while insecurity and discomfort persist as barriers. Originality/value This present study focuses on the readiness for digitalization applications for Hajj and Umrah that integrate multiple applications with various functions, thereby supporting the digital Sharia economic ecosystem. The incorporation of the DSE introduces a novel element to this research by establishing a correlation between the degree of digitalization readiness among the Muslim community and the enhancement of the DSE.
Purpose This study aims to identify the factors that influence cash waqf intention of Indonesians via securities crowdfunding (SCF) mechanisms using a modified theory of planned behavior (TPB) and technology acceptance model (TAM). Design/methodology/approach This study uses Structural Equation Modeling with the Partial Least Square (SEM-PLS) to conduct quantitative analysis with 370 Indonesian respondents. Findings Perceived usefulness, attitude, subjective norms and perceived behavioral control significantly influence behavioral intention to participate in cash waqf through SCF. Perceived ease of use also significantly affects perceived usefulness and attitude. Subjective norms do not significantly affect perceived usefulness. The main result of this study shows that a person’s interest in participating in cash waqf through a SCF platform is significantly influenced by positive perceptions of the benefits of SCF, such as ease of access and efficiency, opinions from close people and resources owned, such as money and gadgets. The ease of use of the SCF platform is also influenced by the behavior and benefits of this financial technology (fintech). Practical implications The findings of this study indicate that waqf institutions need to enhance synergies with fintech platforms to boost cash waqf via SCF, employing educational and campaign activities targeted at the public. Originality/value This study represents the pioneering work exploring cash waqf intention through SCF. It provides insights regarding intention and preference, which are essential for enhancing policies to enhance SCF services. Particularly, it focuses on optimizing cash waqf collection through technological innovations that assist waqf institutions in accelerating cash waqf collection in Indonesia.
Purpose The interplay of Islamic marketing areas and Muslim consumer behavior, which are often overlooked despite their close relationship emphasizing Islamic principles on individual belief (IB), is a critical focus of this study. Therefore, this research aims to address the gaps in the literature on Islamic marketing and Muslim consumer behavior by highlighting the nexus between product quality (PQ), promotion and price on IB and the intention to buy (ItB) among Muslim consumers. Design/methodology/approach A quantitative approach was used by distributing questionnaires as a research instrument and 150 respondents as a sample of three Islamic housing in Malang City. The structural equation modeling-partial least squares (PLS) approach was used in this study for data analysis processing. Findings This study finds that PQ and price positively and significantly influence IB, while promotion shows a positive but insignificant effect. IB positively and significantly impacts purchase intention. Mediation analysis reveals that PQ and price indirectly affect purchase intention through IB, while promotion remains insignificant. PLS-multi-group analysis results highlight gender differences: males align with overall findings, whereas females exhibit cautious purchasing behavior, influenced by emotional, family and social factors despite positive product perceptions. These results underscore the importance of tailoring marketing strategies to address gender-specific factors in influencing purchase decisions. Originality/value Muslim consumer behavior has been widely discussed; however, certain areas of Islamic marketing remain overlooked, despite being acknowledged in the literature as closely interrelated. This study addresses the research gap by holistically exploring the nexus between Islamic marketing and Muslim consumer behavior. Specifically, PQ, promotion and price are examined as key areas of Islamic marketing, while IB and ItB represent aspects of Muslim consumer behavior. Thus, this research contributes significantly to the fields of Islamic marketing and Muslim consumer behavior.
Purpose This study aims to conduct a systematic review to synthesize empirical evidence on the relationship between religiosity and pro-environmental behavior and to critically evaluate how religiosity influences tourists’ pro-environmental behavior at travel destinations. The objectives are three-fold: to synthesize existing empirical findings, to assess the methodological rigor of current studies and to identify opportunities for future research. Design/methodology/approach Using the PRISMA framework, this research systematically screened 336 records retrieved from Scopus, Web of Science and EBSCOhost. Of these, ten studies have met the inclusion criteria and been incorporated into the final review. Findings Most reviewed studies suggest a positive association between religiosity and tourists’ intention for pro-environmental behavior. Moreover, the analysis has revealed some methodological limitations that undermine the transparency, generalizability, replicability and validity of these foundational studies. These shortcomings highlight the need for more robust research designs. Originality/value By synthesizing measurable empirical findings, this research offers insights for theorizing the relationship between religiosity and environmental behavior during travel. It has also offered targeted recommendations to guide future research efforts and proposed research opportunities to advance this niche yet increasingly relevant domain of inquiry. In addition, this research has identified several research gaps, helping researchers pinpoint where new investigations are most needed.
Purpose This study tackles the ethical integration of artificial intelligence (AI) in halal marketing. It tests how AI transparency, authenticity and value alignment shape Muslim consumer trust and buying decisions. The purpose of this study is to bridge rapid technological change with the foundational moral duties required by Islamic commerce. Design/methodology/approach The author used a two-phase explanatory sequential design. In the first phase, the author surveyed 980 Muslim consumers across Bangladesh, Malaysia and the United Arab Emirates and analysed the data using partial least squares structural equation modelling with multi-group and mediation checks. In the second phase, the author conducted 24 interviews with halal industry professionals to interpret the statistical results in a real-world context. Findings AI transparency, authenticity and value alignment drive consumer trust, which partially mediates their impact on purchase intention. The model held steady across all three nations. Interviews highlighted genuine practitioner fears about algorithmic bias, exposed the urgent need for Shariah-compliant data and confirmed that moral accountability is non-negotiable in AI-driven halal marketing. Research limitations/implications The cross-sectional design and focus on three Muslim-majority countries limit causality and global generalisability. Theoretically, the author reframes AI transparency as a moral obligation and combines Islamic philosophy with marketing science. The author also introduces “theological-affective legitimacy” as a new touchstone for trust in digital faith-based environments. Practical implications Marketers must prioritise explainable AI and craft communications that feel culturally sincere. Developers need “Shariah-by-design” principles and diverse training data to cut through bias. Policymakers should embed ethics rules directly into halal certification processes to make compliance tangible and enforceable. Social implications This work arms Muslim consumers with ethical AI literacy, enabling them to demand openness and make spiritually conscious purchases. It encourages a digital marketplace that respects religious identity and actively guards against algorithmic colonialism, where outside data norms overwhelm local moral frameworks. Originality/value This study offers the first empirical test, to the best of the author’s knowledge, of the ethical intelligence framework, showing transparency as the most powerful trust-builder and confirming the model works across diverse markets. This moves the conversation from abstract theory to a practical, integrated model that connects AI functionality with Islamic ethics and consumer psychology for faith-sensitive adoption.
Purpose This study aims to investigate how halal trust shapes behavioural intention in halal-certified cloud kitchen services. This study examines religiosity and metaverse interest as antecedents of halal trust, tests the mediating role of perceived value and explores how religiosity moderates the metaverse–trust relationship. Design/methodology/approach A survey was administered to 323 young Muslim consumers in Indonesia with prior experience on halal cloud kitchen platforms. The faith-tech trust model was tested via PLS-SEM, with importance–performance map analysis applied to map strategic priorities among key constructs. Findings Halal trust is the central construct, directly driving both perceived value and behavioural intention. Religiosity strengthens halal trust but attenuates the effect of metaverse interest on trust – more so among highly religious consumers. Perceived risk does not significantly affect intention. Perceived value mediates the halal trust–intention relationship. Practical implications Platforms must go beyond certification and embed Shariah accountability into every layer of the digital experience. Religiosity-based segmentation allows marketers to calibrate messaging – halal assurance for devout users, convenience for others. Originality/value The study introduces a faith-tech trust model drawing on trust theory, value congruence theory and perceived risk theory. It extends Islamic marketing literature by showing how religious identity conditions trust formation in algorithm-driven, low-visibility food services.
PurposeThis study aims to explore the key determinants influencing consumer behaviour in Islamic modest fashion (IMF) and identifies potential future research directions. Design/methodology/approachThe research uses a bibliometric analysis and a preferred reporting items for systematic reviews and meta-analyses-based systematic literature review (SLR), drawing on 36 English-language articles indexed in Scopus and the Web of Science (WoS) core collection. The study analyses publication trends, methodological characteristics and the main determinants of consumer behaviour in IMF. FindingsResearch on consumer behaviour towards IMF has experienced substantial growth from 2015 to 2025, particularly from 2019 onwards. The most cited paper, Farrag and Hassan, investigates the impact of religiosity on Muslim consumer behaviour, with their work in the Journal of Islamic Marketing serving as a leading reference. Methodologically, partial least squares structural equation modelling is the predominant approach in this field. The study identifies 39 key determinants, including religiosity, attitude, subjective norm, PBC, brand image and e-service quality. Social media and digital platforms are also found to play a critical role in shaping consumer purchase intentions. These insights underscore the importance of aligning marketing strategies with religious values and using digital tools to effectively engage consumers. Research limitations/implicationsStakeholders in the IMF industry should align marketing strategies with consumer religiosity and cultural values, while enhancing e-commerce platforms and leveraging social media to increase purchase intentions. Further research on religiosity across cultures and male consumers will be essential for driving market growth and innovation. Originality/valueThis study represents an earlier exploration of the factors determining IMF behaviour, using a SLR method and content analysis from the Scopus and WoS databases.
Purpose This study aims to systematically synthesize academic literature on Islamic FinTech published prior to 2025 to identify prevailing themes, regional and methodological trends and unresolved research gaps. Design/methodology/approach A systematic literature review (SLR) was conducted following the PRISMA 2020 protocol to ensure transparency and replicability. A total of 162 peer-reviewed journal articles were identified from Scopus and Web of Science databases using defined keywords. Bibliometric mapping (via VOSviewer), qualitative coding and descriptive statistics were used to identify major themes, methodological patterns and research gaps. Findings The review reveals a rapid increase in Islamic FinTech scholarship, particularly after 2020, with Southeast Asia dominating the output. Five major thematic clusters emerge: digital transformation, technology adoption, Shariah compliance, decentralized finance and Islamic social finance. Research limitations/implications Findings point to the importance of more diversified methodologies, cross-regional studies, harmonized Shariah standards and inclusive digital financial solutions. Practical implications The findings suggest that effective adoption of FinTech can enhance cost efficiency, operational scalability and product diversification for Islamic financial institutions. Social implications Islamic FinTech can widen social inclusion, improve transparency and support social goals. To unlock that potential, the study needs shared Shariah and regulatory standards, user-centred design and pilot projects that measure outcomes. Originality/value To the best of the authors’ knowledge, this is the first comprehensive SLR of Islamic FinTech integrating Scopus and Web of Science sources within the PRISMA 2020 framework, providing a consolidated foundation for future empirical, theoretical and policy research.
Purpose This study investigates the influence of brand characteristics, specifically brand self-expressiveness, brand innovativeness and brand liking, on compulsive buying behavior, with brand addiction serving as a mediating variable. It aims to understand how these brand attributes shape consumers' emotional attachment to brands and their subsequent purchasing tendencies within Pakistan's apparel industry, particularly in Karachi. The research further seeks to highlight the managerial relevance of brand addiction in influencing consumer decision-making and the ethical implications associated with compulsive buying.Design/methodology/approach A quantitative research design was used, using a structured questionnaire based on a five-point Likert scale. Data were collected from 384 respondents, including students and working professionals, through convenience sampling. The data were analyzed using partial least squares structural equation modeling. Reliability and validity were evaluated using Cronbach's alpha, composite reliability, average variance extracted and the Fornell-Larcker and HTMT criteria. Path analysis was conducted to test the hypothesized relationships at a 5% significance level.Findings The results reveal that brand self-expressiveness, brand innovativeness and brand liking each have a positive and statistically significant effect on brand addiction. Brand addiction, in turn, significantly influences compulsive buying behavior and mediates the relationship between brand characteristics and compulsive buying.Originality/value This study contributes to the limited body of research on brand addiction and compulsive buying in emerging markets. It uniquely examines these constructs within Pakistan's cultural and retail context, providing valuable insights into how emotional and psychological brand connections drive consumer behavior while emphasizing the need for ethical and responsible marketing practices.
Purpose As demand for halal products expands beyond religious boundaries to embody ethical, health and traceability standards, the halal supply chain faces critical risks (fraud, contamination and human errors) exacerbated by the complexity of global logistics flows. Despite the potential of Fourth Industrial Revolution technologies (blockchain, IoT and AI) to secure halal integrity, few studies systematically examine their adaptation to the specific religious and operational requirements of this ecosystem. This research aims to fill this gap by analysing, through a bibliometric review with systematic procedures for data selection and analysis, how these technologies mitigate risks while preserving religious compliance, to propose an integrative framework combining digital innovation and halal ethics. Design/methodology/approach A bibliometric review was conducted on 125 articles from Scopus (2004–2025), using VOSviewer software and RStudio to map keyword co-occurrences and thematic trends. The data was filtered to target the logistical and technological dimensions of the halal supply chain. Findings The main risks identified include fraud, contamination and traceability failures. Emerging technologies specifically address halal vulnerabilities: blockchain ensures immutable traceability, IoT monitors critical conditions (temperature and geolocation) and AI automates anomaly detection. However, their adoption remains limited by the lack of interdisciplinary frameworks aligning technical innovations, religious norms and international regulations. Research limitations/implications This study is limited to publications that focus on technology, potentially neglecting critical regional contexts. Future research should explore technological interoperability, implementation costs and divergent cultural expectations. Practical implications This work provides industry players and regulators with avenues to integrate robust technological solutions, certify halal compliance on a large scale and strengthen resilience in the face of confidence crises. Originality/value This study offers a bibliometric review specifically linking halal supply chain risks to emerging technologies, illuminating the synergies between religious ethics and digital transformation, paving the way for innovative hybrid models.
Purpose This study aims to explore the significant impact of zakat in mitigating the effects of socioeconomic inequalities observed in Morocco’s distinctive context. This approach identifies potential strategies that could be implemented to enhance economic and social inclusion in this particular case. Design/methodology/approach This study is based on a qualitative methodological approach, seeking to explore zakat’s impact on development within the Moroccan context. The interviewees’ responses, specifically the traders (muzzakis), were collected for subsequent analysis. This systematic method enabled us to identify key themes closely linked to exploring how Moroccans perceive zakat fulfillment as a strategic lever for enhancing socioeconomic development. Findings The results highlight a significant alignment between the Brundtland-inspired sustainable development framework and the qualitative findings, illustrating zakat’s potential as an effective instrument for advancing sustainability goals. This observation underlines the effective impact of zakat in preserving economic and social development in various analytical contexts. However, because of the absence of an institution responsible for collecting and distributing zakat in Morocco, the measurement of its significant effect on development is often limited. In this regard, the scale of participation, reflected in the number of individuals who effectively pay zakat, emerges as a crucial factor in determining its real impact on sustainable development outcomes. Practical implications This study’s findings have shown significant practical implications for policymakers, financial institutions and development organizations. By highlighting Moroccan perceptions of zakat as a tool for sustainable development, the research can guide the development of more efficient frameworks for zakat collection and distribution, advancing increased transparency and trust in zakat institutions. Originality/value This study fills the gap in the literature by examining Moroccan perceptions of zakat as a strategic instrument for sustainable development, with a particular focus on qualitative analysis. By contributing to the broader discussion on Islamic social finance and its impact on long-term economic stability, this research seeks to enhance both theoretical and empirical understanding. Given the limited exploration of this topic, the study aims to provide deeper insights into the potential role of zakat in fostering socio-economic progress within the Moroccan context.
Purpose - Social media marketing deception, such as exaggerated claims, false reviews and concealed sponsorships, is increasingly becoming a threat to consumer confidence and decision-making, especially in digitally developing cultures. This research aims to explore the perception and reaction of university students in Iraq to such misleading advertising and the role of digital literacy, trust, perceived risk and cultural values. Design/methodology/approach - The study used 273 students at Mustansiriyah University and analyzed the data through partial least squares structural equation modeling (PLS-SEM). The reliability and validity levels of the measurement model were achieved (CR > 0.85; AVE > 0.50). Findings - Among the main findings, it was revealed that deceptive marketing has a positive effect on trust (beta = 0.421, p < 0.001) and consumer behavior (beta = 0.337, p < 0.001), whereas digital literacy has a positive effect on consumer behavior (beta = 0.236) but increases perceived risk (beta = 0.451). Both trust and risk mediate behavioral outcomes, and cultural values have a negative moderating effect on the relationship between deception and trust (beta = -0.238) and behavior (beta = -0.229). The level of education did not have any significant effects. The model accounts for 53.3% of the variance in consumer behavior and 41.5% in trust. Originality/value - These findings indicate the significance of digital literacy and culturally sensitive advertising ethics as a means of safeguarding young consumers in new digital economies.
Purpose This study aims to examine whether environmental, social and governance (ESG) performance improves firm financial performance in Islamic economies and whether institutional investors mediate this relationship. Although ESG is increasingly viewed as a strategic and ethical imperative, there is still limited comparative evidence on how it affects firms in Shariah-influenced markets. Design/methodology/approach The study uses firm-year data for 1,092 listed firms across 18 industries in Malaysia, Indonesia and Turkey over the period 2009-2022. The analysis uses Ordinary Least Squares regression, mediation analysis, robustness tests and an instrumental-variable check. ESG is examined both as an aggregate construct and through its environmental, social and governance dimensions. Findings The results show that ESG performance is positively associated with firm performance. This effect is driven mainly by the social and governance dimensions. Environmental performance does not show a significant short-term effect, suggesting slower payoffs and higher implementation costs. Institutional investors partially mediate the ESG-performance relationship in a negative direction, indicating that short-term investment orientations may weaken ESG value creation in these markets. Research limitations/implications The cross-sectional design limits causal inference. Future research should use longitudinal designs, distinguish among types of institutional investors and examine consumer responses to ESG signaling in Islamic markets. Practical implications Managers in Islamic economies should prioritize social and governance initiatives and support them with credible ESG disclosure. Policymakers and investors should also encourage longer-term stewardship and stronger reporting practices so that short-term incentives do not weaken the value of ESG investments. Originality/value This study contributes to ESG research by providing comparative evidence from three Islamic economies and testing institutional investors as a mediator. It also extends Islamic marketing research by showing that ESG, especially its social and governance dimensions, can function as a legitimacy and trust signal in faith-guided markets.
PurposeGender can be a critical component in shaping and influencing consumer markets, including those in halal sectors. Despite its importance, the understanding of gender in halal markets remains fragmented and lacks a holistic perspective. The purpose of this research is to systematically review research on the role of gender in halal markets to map out what we know, how we know and where research should go in this field. Design/methodology/approachA systematic literature review using the Scientific Procedures and Rationales for Systematic Literature Reviews protocol and the Theories, Contexts, Characteristics and Methods framework was conducted on 75 relevant English journal articles from the Scopus and Web of Science databases. FindingsSince the first studies analyzing the effects of gender in halal markets were published almost two decades ago in 2007, increasing attention has been given to this field across multiple journal disciplines and halal industries. Most studies have focused on gender as a statistical analysis variable, while fewer have given in-depth perspectives around women and gender issues or provided thorough theoretical underpinnings to their discussions. Studies are concentrated on key Islamic economy ecosystems, such as Malaysia, with a greater focus on the Islamic finance sector and business-to-consumer markets. Practical implicationsThe insights guide policymakers and business leaders to better manage customer relations among different gender stakeholders and create more inclusive consumer halal markets. Originality/valueTo the best of the authors’ knowledge, this study is among the first to provide a state-of-the-art review of the literature on the role of gender in halal markets, thereby advancing the fields of gender, consumer behavior and Islamic marketing. The authors provide ten propositions to further advance the understanding of gender in halal markets.
Purpose This study aims to investigate the current state of the halal food supply chain risks (HFSCRs) and halal reputation (HR). It integrates HFSCRs into halal reputation risk (HRR) management. It also examines the impact of HRR management on sustainability and explores the potential for future research in this field. Design/methodology/approach Data were obtained from the Scopus Database between 2005 and 2026 using the keywords “Halal supply chain risk” (HSCR) and “Halal reputation” (HR). The data were analysed qualitatively using the Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA) 2020 statement, NVivo and RStudio. Other documents were also added to support the analysis. Findings The main HSCRs, including HFSCRs, are as follows: integrity risks in the halal food supply chain (HFSC), HFSC sustainability risks and HFSCRs across dimensions and stages. In terms of reputation, HR can be categorised into various dimensions, including functional, social, expressive and functional-social. The combination of functional-expressive and social-expressive dimensions of reputation may be valid for HFSC. HFSCRs and HR were successfully integrated into HRR management. The integration was based on several theories/concepts: the HFSC coordination mechanism, the triple bottom line (TBL) and environmental, social and governance dimensions. The integration was conducted through HFSC coordination, HR audit, accounting for HFSC’s sustainability reputation and HRR mitigation management. Halal players can adopt the proposed HRR management system. The five actions are expected to promote sustainability. Promising research is also suggested. Practical implications The present study has implications for end consumers and customers, as well as for players in the halal supply chain (HSC) and non-HSC sectors (including halal audit and certifying bodies and financial institutions) in different sizes, and for shareholders. The findings support achieving the sustainable development goals. Originality/value This study successfully integrated HFSCR and HR into HRR management by using supply chain coordination mechanism, sustainability reputation accounting and HR audit. The present study also developed some frameworks for managing HRRs.
Purpose This study aims to investigate how religious obligation, Halal purchase decision and spousal decision-making jointly shape Halal food consumption within interfaith marriages, specifically focusing on non-Muslim wives married to Muslim men in the United Kingdom. Design/methodology/approach A survey of 103 non-Muslim wives in interfaith households was conducted. Partial least squares structural equation modelling (PLS-SEM) was used to assess direct and indirect relationships among religiosity, spousal decision-making, Halal purchase decision and gendered consumption. Necessary condition analysis (NCA) was also used to identify non-compensatory conditions for gendered consumption. Findings The results indicate that religiosity and spousal decision-making significantly influence both Halal purchasing and gendered Halal consumption. Halal purchase decisions partially mediate the effect of religiosity and spousal influence on consumption outcomes, revealing that religious obligation is enacted through relational processes within the household. Furthermore, NCA confirms that both religiosity and spousal decision-making are non-compensatory preconditions for high levels of gendered Halal consumption, reinforcing their essential role in shaping domestic religious practices. Practical implications Marketers should recognise that non-Muslim partners are active agents in religious consumption and tailor Halal messaging accordingly, highlighting the theme of shared domestic practice. Originality/value To the best of the authors’ knowledge, this study is among the first to examine Halal food practices as relational and gendered outcomes of religious commitment in interfaith households. It contributes to further understanding the theory of family buying decisions by integrating value asymmetry and moral salience into domestic consumption models.
Purpose This study aims to investigate how Halal labeling shapes purchase intention for Halal-labeled frozen foods in North Macedonia, a religiously heterogeneous and desecularizing emerging market. This study examines whether the influence of Halal labels operates similarly for Muslim and non-Muslim consumers and whether trust cues linked to country of origin (COO) and Halal brand trust (HBT) strengthen or weaken this relationship.Design/methodology/approach Data was collected from retail shoppers in North Macedonia (February-June 2024) using a structured survey. The research model was tested using partial least squares structural equation modeling in SmartPLS 4 with bootstrapping (5,000 subsamples). Multigroup analysis compared Muslims and non-Muslims, and moderation analysis assessed the contingent roles of COO and HBT.Findings Halal label benefits positively predict purchase intention. COO and HBT also have significant positive effects on purchase intention, with HBT emerging as the strongest direct predictor. COO strengthens the effect of Halal labeling on purchase intention, while HBT weakens it, indicating a substitution mechanism in which trusted brands reduce reliance on labeling cues. Multigroup analysis shows that the effect of COO on purchase intention is stronger among Muslim consumers, whereas the effect of HBT is stronger among non-Muslims; the direct effect of Halal labeling does not significantly differ between groups.Research limitations/implications The findings of this study extend research on Halal consumption by showing that Halal labels operate simultaneously as religious legitimacy markers and secular quality signals in desecularizing, multi-faith contexts. They also clarify when labels matter most: origin credibility amplifies label effects, whereas strong brand trust reduces incremental dependence on labels.Originality/value This study advances Halal marketing and consumer behavior research by integrating Halal label benefits, COO and HBT in a unified model and testing cross-religious differences in a desecularizing Balkan setting, using frozen foods as a high-risk supply-chain category.
