Implementation of Halal Certification: Experiences of Meat Product Companies in Malaysia

The growing Muslim population globally spurs the growth of the halal industry since Muslims are obligated to seek halal products and services. Malaysia established a global halal hub to produce and promote halal products and services, including to serve other Muslim countries. Malaysia is well-known for its high degree of sensitivity regarding halal and haram issues. Its role as a global halal hub demonstrates the country’s sustained halal environment, supported by the government, industries, and consumer sensitivities. Unfortunately, there are indications of loopholes in the governance of halal meat products’ companies relating to halal certification practices. Literature review reveals many discussions on the integrity of halal supply chain and traces of unlawful things in halal meat products. However, there is lack of discussion on aspects of the internal process in companies getting or renewing halal certification. Hence, there is a need to understand the processes involved in getting halal certification and the factors that influence them. This understanding is crucial, as halal meat products’ companies constitute a significant portion of the meat industry and they deal directly with end customers. The research questions were: i) What are the processes involved in getting halal certification for meat products’ companies in Malaysia? and ii) What are the factors that influence the processes of getting halal certification for meat products’ companies in Malaysia? To address the study’s objectives, the qualitative case study methodology was adopted, involving in-depth interviews with nine respondents from six halal meat products’ companies, comprising founders, managers, halal executives, and quality assurance executives directly involved in getting halal certification of the company. The study focused on the organizational level as the unit of analysis, looking at the experiences of the companies in getting halal certification for their meat products. The study developed a conceptual framework based on three theories: process of technological innovation theory, innovation-decision process theory, and the contextual factors of technological innovation theory. Data analysis revealed that the process of getting halal certification for the meat products’ comprises five stages: knowledge, persuasion, adoption, implementation, and confirmation. This process is characterized by eleven attributes. Additionally, the study identified personal knowledge, perceived customer demand, company expansion strategy, influence of other companies, and valuable logo as the five factors influencing the halal certification process. In conclusion, the primary contribution of this study is the identification of the halal certification process and the distinctive attributes of the process. The emergent stages and distinctive attributes extend the body of knowledge on management and practices of halal certification, which mainly focus on the integrity of halal supply chain and traces of unlawful things in halal meat products but neglect aspects of internal processes and halal certification. This knowledge can prevent suspension of halal certification, which will affect company's performance and the confidence of Muslim customers.