Halal certification, the inadequacy of its adoption, modelling and strategising the efforts

Abstract

Purpose

Need for effective adoption of halal certification through assessment and accreditation (HCAA) is imperative for the higher level of customer satisfaction. To achieve this, all stakeholders need to be involved in developing the policy. Thus, this study aims to identify barriers to the adoption of HCAA and analyses through structural model of interrelated barriers

Design/methodology/approach

The structural and hierarchical model of barriers to the adoption of HCAA is developed after extensive systematic literature survey along with opinions from various types of experts. Interpretive structural modelling is identified as the appropriate tool in making this model, which is further analysed using MICMAC (Matriced’ Impacts croises-multipication applique’ and classment). Corresponding issues for every barrier as identified may help in further developing the action plan for each stakeholder. Objectives and action plan for various stakeholders were evolved and provided.

Findings

The significant finding indicates to developing a globally accepted halal certifying organisation, as to contain the mislabelling, and this further needs extensive government and customer support. The customer needs to be more aware of the proper idea of halal. Therefore, to succeed, the industry needs to develop a brand identity with a distinct/unique/clear marketing message, not just certifying products/services as halal.

Originality/value

Specific direction for different stakeholders has been derived along with academic finding for researchers and to further develop the action plan.

Citation

Haleem, A., Khan, M.I. and Khan, S. (2020), "Halal certification, the inadequacy of its adoption, modelling and strategising the efforts", Journal of Islamic Marketing, Vol. 11 No. 2, pp. 384-404. https://doi.org/10.1108/JIMA-05-2017-0062