Metaverse integration in halal marketing: charting new avenues for promoting ethical consumption

Purpose This study aims to explore the potential of integrating the metaverse into halal product marketing strategies, focusing on the development of ethical consumption. The metaverse, an ever-evolving, three-dimensional virtual environment, presents new prospects for fostering deep consumer engagement and personalized brand interactions. Design/methodology/approach The research method used is a mixed-method approach, revealing the qualitative aspects reinforced by quantitative analysis results. Findings The findings underscore that incorporating the metaverse into halal marketing holds significant promise in broadening market outreach and augmenting consumer awareness regarding halal products. The utilization of interactive virtual environments empowers consumers to immerse themselves in products, nurturing more potent emotional bonds with brands, and nurturing a deeper comprehension of the sustainability and ethics underpinning halal items. Research limitations/implications The limitations of this study include susceptibility to external influences and ethical considerations. Practical implications In practical terms, the implementation of this research requires designing marketing campaigns equipped with metaverse components, including virtual experiences that highlight the halal production process and product journey from origin to end user. This can be realized through existing metaverse platforms or by building custom virtual settings that create unique and relevant encounters for halal consumers. Originality/value The uniqueness of this study lies in its comprehensive understanding of the potential integration of the metaverse in halal marketing − a relatively unexplored area. The study provides valuable insights for marketing practitioners and manufacturers of halal products, and guides them on how to leverage these technologies to advance ethical and sustainable consumption practices among halal consumers.