Halal labelling in the digital age

Blog post by Sri Rahayu Hijrah Hati, University of Indonesia

In today’s fast-paced world, food delivery apps have become an essential part of urban life. With just a few taps on a smartphone, consumers can access a vast array of meals, delivered swiftly to their doorsteps. This convenience has been particularly significant in Muslim-majority countries like Indonesia, where online food platforms such as GrabFood and GoFood dominate the market. However, for Muslim consumers, convenience alone is not enough: ensuring that food adheres to halal standards is a fundamental requirement.

As the digital economy grows, so does the demand for ethical and religiously compliant food choices. This raises a critical question: how does religious self identity and halal labelling influence Muslim consumers’ trust and purchasing intentions in food delivery apps?

Our Identities article, ‘Food for the soul: religious identity and ethical halal labelling in sharing economy apps’, explores the complex relationship between religious identity, halal labelling, trust and trust in shaping consumer behaviour within Indonesia’s thriving digital marketplace.

Why halal matters beyond food
For many Muslim consumers, halal is more than just a dietary guideline; it is a way of life. The concept of Halalan Thoyyiban (permissible and wholesome) is deeply ingrained in Islamic teachings, emphasizing not only what is lawful to eat but also the ethical and spiritual aspects of food production. From humane animal slaughter to fair trade practices, halal certification serves as a marker of both religious compliance and ethical consumption.

The COVID-19 pandemic accelerated the adoption of food delivery services, and this trend was further reinforced during Ramadan, as the fasting period from sunrise to sunset increased the demand for convenient meal options. According to Statista (2023), more than half of Muslim consumers in selected countries reported using food delivery apps during Ramadan. Muslim consumers demand clear halal labelling in food delivery apps to prevent mislabelling, illegal slaughter and contamination. Halal labelling is crucial not only for dietary compliance but also for upholding religious identity and trust, making it a key factor in consumer choice.

The role of self identity and halal labelling in consumer decisions
Our study surveyed 209 Muslim consumers in Indonesia to examine the impact of religious identity and halal certification on their trust in food delivery platforms. This study confirms that religious self-identity significantly predicts Muslim consumers’ intentions to purchase halal food, as they view it as integral to their ethical identity. The findings aslo revealed that the perceived usefulness of the halal label significantly influenced purchasing intentions, reinforcing the idea that clear and credible halal labelling is a key driver in consumer decision-making.

However, an interesting insight emerged: while consumers strongly valued halal certification, trust in the platform itself did not significantly mediate their purchasing intentions. This suggests that for many Muslim consumers, the presence of a halal label is itself a sufficient assurance of food authenticity. Unlike conventional brand trust, which often depends on customer experience, price and reviews, halal labels function as a direct signal of religious compliance, reducing uncertainty in online transactions.

Ethical consumption in the sharing economy
In an era where ethical and religious consumption are becoming mainstream concerns, businesses must recognize the growing demand for transparency in food sourcing. The role of halal certification is not only relevant for Muslim-majority countries but is also gaining traction in non-Muslim markets where halal food is seen as a symbol of quality and ethical production.

For food delivery platforms, this means that integrating clear and verifiable halal labelling could enhance consumer confidence and market reach. Businesses can further strengthen consumer trust by collaborating with reputable halal certification bodies and ensuring that their food supply chains align with ethical and religious standards.

Moving forward: the future of halal digital commerce
As we move towards an increasingly digital and interconnected world, the intersection of religious identity, technology and ethical consumption will continue to shape consumer behaviour. The growing reliance on online platforms presents an opportunity for businesses to cater to the needs of Muslim consumers by emphasizing halal compliance as a core value.

For policymakers and industry stakeholders, these insights offer valuable guidance on developing regulatory frameworks that ensure transparency in halal certification, addressing both religious self-identity concerns and digital trust. Strengthening digital verification systems in food delivery apps not only enhances consumer confidence and reduces the risks of mislabelling but also acknowledges the role of religious identity in shaping demand. By aligning regulatory improvements with consumer expectations rooted in self-identity, businesses can enhance service quality and market confidence, ultimately driving growth in the halal food industry.

Conclusion
Halal food consumption is more than just a religious requirement: it reflects a broader commitment to ethical and responsible consumerism.  Research shows that religious self-identity and the perceived usefulness of halal labels are the strongest factors influencing Muslim consumers’ decisions when ordering food through delivery apps. Surprisingly, trust in the platform itself does not mediate this relationship, challenging the belief that trust is a necessary factor in halal purchasing decisions. Instead, the halal label acts as a direct assurance, reducing uncertainty and reinforcing consumer confidence.

For businesses, especially in Muslim-majority markets like Indonesia, clear and credible halal labelling is essential. Platforms such as GrabFood and GoFood should ensure prominent halal certification displays to meet consumer expectations. Strategies such as targeted marketing campaigns, collaborations with halal influencers, and loyalty programs can further strengthen engagement with Muslim consumers.

As digital commerce continues to evolve, businesses that prioritize halal transparency and align with religious self-identity will not only build stronger consumer relationships but also gain a competitive edge in the growing halal market.

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​Image credit: Author’s own.

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Read the Identities article:
​​Kholilah, S. Fenitra, R.M. Hati, S.R.H. & Thurasamy, R. (2024). Food for the soul: religious identity and ethical halal labelling in sharing economy apps. Identities: Global Studies in Culture and Power. DOI: 0.1080/1070289X.2024.2444105

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