Exploring non-Muslims’ awareness of the halal branding concept: a study of the food industry in Auckland, New Zealand

Purpose This study aims to develop an indicator framework for halal branding awareness, addressing the current limited awareness among non-Muslims, specifically within the New Zealand region. This research integrates three related theoretical frameworks: the Halal Product Acceptance Model, Cultural Dimension theory and Halal Certificate Theory. Design/methodology/approach This study uses a qualitative method among consumers in the food product industry. The data was collected using a structured interview guideline and purposive techniques from 30 informants residing in Auckland and analysed using thematic analysis procedures. Findings The key indicators of halal branding awareness among non-Muslims emphasise transparency in practice, cultural behaviours, regulation exposure, practical exposure, branding perception and cleanliness attitude. The results of this study suggest underlining the concept of cleanliness throughout the halal supply chain to improve halal awareness and acceptance. Research limitations/implications This research encountered limitations in the diversity of data collection methods and a small sample size of non-Muslim consumers in the food-related industry within selected regions. Practical implications Despite the intended hygiene and safety of New Zealand’s halal practices, limited awareness initiatives led to consumer disinterest in halal branding and disregard for halal product cleanliness. Social implications A complete understanding of purity throughout the halal supply chain is vital for non-Muslim consumers to recognise that halal food is not only religiously permissible but also inherently wholesome, safe and of high quality. Originality/value A halal awareness model is proposed for non-Muslims through smart halal enforcement programs, contributing to a broader understanding of how halal branding operates in diverse cultural contexts.