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This study aims to explore the factors influencing Muslim behavior toward halal nutraceutical products in Malaysia.

This study used a quantitative survey approach to 400 Muslim respondents in Malaysia who have experience in consuming or purchasing nutraceutical products. The sampling technique used was multistage stratified sampling, and the data was analyzed using structural equation modeling.

This study revealed that perceived safety is the most influential factor contributing to Muslims’ behavior toward halal nutraceutical products in Malaysia, followed by Islamic values, trust, religiosity, maqasid al-Shariah and halal literacy.

This study has only focused on halal nutraceutical products from the perspective of Muslim consumers in Malaysia.

This study contributes to understanding the factors that influence Muslim consumers’ behavior toward halal nutraceutical products by adopting the Social Cognitive Theory and Islamic Theory of Consumer Behavior.

This study aims to underline Islamic principles to the business theories for producers and policymakers and to explain halal marketing by value creation approach for halal stakeholders concerned with halal certification and its implementation.

This study applied inductive reasoning with the systematic literature review (SLR) of peer-reviewed published research papers, followed by the preferred reporting items for systematic reviews and meta-analyses framework. Furthermore, the content analysis with ATLAS.ti 2022 helped to undergo concept and thematic analysis that show the theoretical lenses for the upstream halal businesses.

Among 360 papers, the SLR from 2012 to 2022 found 32 papers dealing with the halal theory–based studies on certification, standards, producers and policymakers and halal supply chains. Only seven studies consulted the resource-based view (RBV), a strategy theory and the institutional theory (IT) connected to halal. This study further underpinned qualitative Quranic verses to add to the current body of RBV and IT, resulting in halal sustainable competitive advantage and halal certification institutionalization.

Islamic principles can guide halal stakeholders to create and manage valuable resources through halal certification. Also, academics can synthesize conventional theories as value-creation mechanisms compliant with Islamic codes.

To the best of the authors’ knowledge, this novel study was the first to contribute to the current body of RBV and IT with Islamic principles. It has primarily concentrated on the upstream halal businesses to create and manage halal value, certification and competitive advantages for halal marketing.