Conceptualizing the implementation of Halal food certification: an institutional theory perspective

Current literature on Halal food certification are largely focused on consumerism, but less attention on the manufacturer and supply-side of the Halal food chain. Although Halal food certification literature is growing, the field lack theoretical foundation and the uneven focus of Halal certification research indicate that theoretical application is severely deficient. Acknowledging the shortcomings, this paper set out to explore the drivers that motivate firms in implementing Halal food certification, and examines the institutional theory on why business enterprises engage in Halal food certification. Literature in Halal, Halal certification, and institutional model are synthesised to conceptualise the motivational factors in implementing Halal food certificate. This paper argues that the coercive, normative, and mimetic isomorphism are the motivational factors behind the implementation of Halal food certification. The paper serves as a foundation for future research undertakings and entices more academic arguments to further fine-tune the suggested proposition