EXPLORING THE ADOPTION OF HALAL SUPPLY CHAIN PRACTICES BY HALAL-CERTIFIED FOOD AND BEVERAGES MANUFACTURERS IN MALAYSIA

Malaysia's reputation as a global leader in the halal industry has recently been called into question due to concerns over the integrity of halal food products. Muslim consumers are increasingly skeptical about the authenticity of halal certifications and the practices of manufacturers claiming to adhere to halal standards. This has led to a need for greater transparency and accountability in the halal food supply chain.The concept of halal extends beyond just the food itself to encompass the entire process of production, from handling and packaging to storage and delivery. Halal supply chains (HSCs) must comply with strict criteria to ensure the preservation of halal certification standards throughout the supply chain. However, the extent to which halal-certified food and beverage manufacturers in Malaysia are implementing these practices remains unclear. This paper aims to explore the adoption of halal supply chain practices from the perspective of halal-certified food and beverage manufacturers. The primary research question is: why do halal-certified manufacturers adopt HSC practices? Understanding the motivations behind HSC adoption is essential for enhancing consumer trust and ensuring the integrity of halal food products. The findings will provide valuable insights into the current state of the halal industry in Malaysia and offer recommendations for strengthening its position as a global leader in the halal market.