Impact, Perception and Challenges Due to Halal Certification: The Case of Zulaikha Shop

  • Ahmad Rafiki
Part of the Management for Professionals book series (MANAGPROF)


The Halal certification is a label that indicates compliance with Islamic principles. This certification should be applied by all enterprises in various industries including food. The Halal food market is fast developing and growing in many countries. This case aims to explore the impact, perception and challenges of Halal certification in a shop named Zulaikha in Medan, in North Sumatera, Indonesia. The Halal certification has had a huge impact on Zulaikha’s business, resulting in increased sales and gaining the trust of Muslim consumers. Today, the owner of Zulaikha has become a successful entrepreneur in the Halal food industry in Indonesia. A small survey was conducted to examine customers’ perceptions towards Halal certification. The responses of the respondents are in line with the findings of previous studies. Meanwhile, the challenges faced by owners/managers associated with regard to the Halal certification are discussed in this study. It is hoped that this case study would be a source of inspiration for other entrepreneurs in starting and running their own Halal-certified ventures. The lessons learnt in this study would also be useful for various stakeholders to address issues related to Halal certification.


Halal certification Indonesia Halal food industry Entrepreneurship 


  1. Ab Talib, M. S. (2017). Motivations and benefits of Halal food safety certification. Journal of Islamic Marketing, 8(4), 605–624.Google Scholar
  2. Ab Talib, M. S., & Abdul Hamid, A. B. (2016). Can Halal certification influence logistics performance? Journal of Islamic Marketing, 7(4), 461–475.Google Scholar
  3. Abdul, M., Ismail, H., Hashim, H., & Johari, J. (2009). Consumer decision making process in shopping for Halal food in Malaysia. China-USA Business Review, 8(9), 40–47.Google Scholar
  4. Ahmed, Z. U., Al-Kwifi, O. S., Saiti, B., & Othman, N. B. (2014). Consumer behavior dynamics of Chinese minorities. Journal of Technology Management in China, 9(1), 6–23.Google Scholar
  5. Ali, R., Marzuki, S. Z. S., & Halim, R. A. (2012). The awareness towards Halal logo attributes among customers of Halal certified restaurants: An exploratory study. In B. Alserhan (Ed.), 2nd Global Islamic Conference (pp. 307–313). Abu Dhabi: Global Islamic Marketing Association.Google Scholar
  6. Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2017). Factors affecting Halal meat purchase intention: Evidence from international Muslim students in China. British Food Journal, 119(3), 527–541.Google Scholar
  7. Annabi, C. A., & Ibidapo-Obe, O. O. (2017). Halal certification organizations in the United Kingdom: An exploration of Halal cosmetic certification. Journal of Islamic Marketing, 8(1), 107–126.Google Scholar
  8. Awan, M. H., Siddiquei, N. A., & Zeeshan, H. (2015). Factors affecting Halal purchase intention – Evidence from Pakistan’s Halal food sector. Management Research Review, 38(6), 640–660.Google Scholar
  9. Aziz, Y. A., & Vui, C. N. (2012). The role of Halal awareness and Halal certification in influencing non-Muslim’s purchase intention. In 3rd International Conference on Business and Economic Research (3rd ICBER 2012), Proceedings paper 1,819, Bandung.Google Scholar
  10. BPS. (2016, 2017). Indikator Ekonomi Indonesia Tahun 2016. Jakarta: Biro Pusat Statistik.Google Scholar
  11. Elseidi, R. I. (2017). Determinants of Halal purchasing intentions: Evidences from UK. Journal of Islamic Marketing, 9(2), 1–31.Google Scholar
  12. Hanzaee, K. H., & Ramezani, M. R. (2011). Intention to Halal products in the world markets. Interdisciplinary Journal of Research in Business, 1(5), 1–7.Google Scholar
  13. Henderson, J. C. (2016). Halal food, certification and Halal tourism: Insights from Malaysia and Singapore. Tourism Management Perspectives, 19(2), 161–164.Google Scholar
  14. Isabelle, A., & Laurent, T. (2015). Building holistic brands: An exploratory study of Halal cosmetics. Journal of Islamic Marketing, 6(1), 109–132.Google Scholar
  15. Jabar, F. A., Ishak, M., Johar, N., & Wahid, S. N. S. (2014). A study on the relationship between awareness and knowledge of Muslim retailers toward Halal cosmetic products. In Proceedings on the International Conference on Science, Technology and Social Sciences (ICSTSS) (pp. 383–388). Singapore: Springer.Google Scholar
  16. Jusmaliani, J., & Nasution, H. (2009). Religiosity aspect in consumer behaviour: Determinants of Halal meat consumption. ASEAN Marketing Journal, 1, 1–11.Google Scholar
  17. Khraim, H. (2010). Measuring religiosity in consumer research from an Islamic perspective. Journal of Economic & Administrative Sciences, 26, 52–78.Google Scholar
  18. Marzuki, S. Z., Hall, C. M., & Ballantine, P. W. (2012). Restaurant managers’ perspectives on Halal certification. Journal of Islamic Marketing, 3(1), 47–58.Google Scholar
  19. Mohamad, A. A., Baharuddin, A. S., & Ruskam, A. (2015). Halal industry in Singapore: A case study of nutraceutical products. Sains Humanika, 4(2), 35–40.Google Scholar
  20. Noordin, N., Md Noor, N., & Samicho, Z. (2014). Strategic approach to Halal certification system: An ecosystem perspective. Procedia – Social and Behavioral Sciences, 121, 79–95.Google Scholar
  21. Othman, B., Shaarani, S. M., & Bahron, A. (2017). The influence of knowledge, attitude and sensitivity to government policies in Halal certification process on organizational performance. Journal of Islamic Marketing, 8(3), 393–408.Google Scholar
  22. Prabowo, S., Abd Rahman, A., Ab Rahman, S., & Abu Samah, A. (2015). Revealing factors hindering Halal certification in East Kalimantan Indonesia. Journal of Islamic Marketing, 6(2), 268–291.Google Scholar
  23. Rafiki, A., & Wahab, K. A. (2016). The human capital and the obtainment of Halal certification. Journal Islamic of Marketing, 7(2), 134–147.Google Scholar
  24. Rahman, H. A. (2009). Halal agro-industry supply chain. World Food Shortage Conference – Series II, 9–10 July, Putra World Trade Center (PWTC), Kuala Lumpur.Google Scholar
  25. Rajagopal, S., Ramanan, S., Visvanathan, R., & Satapathy, S. (2011). Halal certification: Implication for marketers in UAE. Journal of Islamic Marketing, 2(2), 138–153.Google Scholar
  26. Razalli, M. R., Yusoff, R. Z., & Roslan, M. W. M. (2013). A framework of Halal certification practices for Hotel industry. Asian Social Science, 9(11), 316–326.Google Scholar
  27. Shafie, S., & Othman, N. (2006). Halal certification: An international marketing issues and challenges. Journal of Marketing Research, 15, 565–575.Google Scholar
  28. Shariff, S. M., & Lah, N. (2014). Halal certification on chocolate products: A case study. Procedia – Social and Behavioural Sciences, 121, 104–112.Google Scholar
  29. Sungkar, I. (2007). Developing the Halal value proposition from farm to folk. In Proceedings of the 3rd Malaysian International Agro-Bio Business Conference, 12–13 July, Kuala Lumpur.Google Scholar
  30. Tieman, M., Ghazali, M. C., & Van der Vorst, J. (2013). Consumer perception on Halal meat logistics. British Food Journal, 115(8), 1112–1129.Google Scholar
  31. Verbeke, W., Rutsaert, P., Bonne, K., & Vermeir, I. (2013). Credence quality coordination and consumers’ willingness-to-pay for certified Halal labelled meat. Meat Science, 95(4), 790–797.Google Scholar
  32. Wilson, J. A. J., & Liu, J. (2011). The challenges of Islamic branding: Navigating emotions and Halal. Journal of Islamic Marketing, 2(1), 28–42.Google Scholar
  33. Zailani, S., Arrifin, Z., Wahid, N. B., Othman, R., & Fernando, Y. (2010). Halal traceability and Halal tracking systems in strengthening Halal food supply chains for food industry in Malaysia (a review). Journal of Food Technology, 8(3), 74–81.Google Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Ahmad Rafiki
    • 1
  1. 1.Department of Business AdministrationUniversity College of BahrainJanabiyahBahrain

Personalised recommendations