Customer behaviour towards halal food: a systematic review and agenda for future research

Abstract

Purpose The halal food market is a large and fast-growing market. To maintain and boost the growth of the halal food industry, scholars have attempted to understand the behaviour of Muslims and non-Muslims towards halal food. To advance understating of previous studies on behaviour towards halal food and shedding light on future studies, this study aims to systematically review the literature. Design/methodology/approach A sample of 985 peer-reviewed papers was extracted from Scopus and Web of Science databases. A total of 96 articles related to customers' behaviour towards halal food by reviewing the titles, abstracts and contents of the extracted articles were identified and reviewed. Findings This study illustrates: (i) various research designs and methodology used in halal food context, (ii) theories that researchers used to explain customer behaviour towards halal food, (iii) most tested behaviours and (iv) determinants of customer behaviour towards halal food. Originality/value The findings provide deep insights into the current state of halal food literature. This paper highlights many gaps in the literature and suggests directions for future studies to advance the understanding of customer behaviour towards halal food. This study will help researchers to identify the new dimensions of research and contribute to the literature.