Drivers of halal orientation strategy among halal food firms
Abstract
Purpose
The purpose of this paper is to investigate the factors that motivate the halal food firms in Malaysia to practice halal orientation strategy (HOS).
Design/methodology/approach
Data were obtained from a survey of 137 halal food firms in Malaysia, and analyzed using the partial least squares technique.
Findings
Results showed that halal market demand, government support, expected business benefits, and integrity positively affect HOS.
Practical implications
The findings of the study will help policy makers and managers of halal food firms to understand external and internal drivers of HOS, which may lead to successfully motivating the implementation of HOS in halal food firms.
Originality/value
Although HOS plays a key role in protecting the halal status of any given product, this topic is rarely explored. This study thus contributes to the advancement of knowledge on factors that motivate the halal food firms to practice HOS.
Keywords
Acknowledgements
The authors acknowledge the financial support of University of Malaya under the Grant No. RP016B-13SBS, which have made the presentation of this paper possible.
Citation
Zailani, S., Kanapathy, K., Iranmanesh, M. and Tieman, M. (2015), "Drivers of halal orientation strategy among halal food firms", British Food Journal, Vol. 117 No. 8, pp. 2143-2160. https://doi.org/10.1108/BFJ-01-2015-0027
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited