Practising halal among modern Malay Muslim Women (MMW)

This study focuses on the topic of halal branding and its effect on the lives of modern Muslim Malay women (MMW). The study emphasizes the importance and implications of halal certification in Islamic branding, consumer behaviour, advertising and purchasing decision in Malaysia. This study aims to investigate the connection between halal products marketed in Islam and the lifestyles of modern MMW. A total of 30 modern MMW in Kuala Lumpur are interviewed face-to-face using semi-structured interview methodin addition two focus groups are conducted. These participants are recruited through snowball sampling for two focus groups and 30 face-to-face interviews as data for this paper. All participants are asked about Islamic branding and the following questions are posedwhat do participants know about itdo they purchase products with that brandingand how they reconcile traditional Muslim values with modern lifestyle in their everyday routine. Findings show that halal requirement does affect modern MMW in their daily lives especially food purchases