Understanding Consumer Perception of halal foods: A Conceptual Framework Using the Stimulus-Organism-Response Model

The global halal food market, valued at USD 1.91 trillion in 2023, reflects the growing intersection of religious adherence and consumer trust. In Muslim-majority countries like Bangladesh, consumers often assume that the food they consume is halal by default, given the strong religious identity of the population. However, issues such as food adulteration, fraudulent labeling, and inadequate certification systems raise concerns that consumers may unknowingly consume haram (forbidden) products, despite their confidence in the halal status of their food. This study investigates consumer perception in the halal food sector using the Stimulus-Organism-Response (S-O-R) framework, focusing on Bangladesh as a case study. The research addresses two key questions: (1) Which factors contribute to the development of consumer perception of halal food? and (2) How does the perception of halal influence the purchase intention of Muslim consumers in Bangladesh? Key constructs—knowledge, religious commitment, trust, and awareness—are examined as stimuli influencing perception, which mediates purchase intention. The findings reveal that these four factors contribute to shape the Muslim consumers’ consumer perception regarding halal food in Bangladesh, along existing literature examined the positive relationship between perception and purchase intention. By developing a conceptual framework, this research bridges gaps in existing theoretical models and offers actionable insights for policymakers and marketers to strengthen consumer confidence in halal products. The study contributes to the evolving discourse on Islamic marketing and provides a foundation for targeted strategies to improve market transparency and integrity.