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An exploration of the halal consumption patterns of muslim and non-Muslim consumers in Cape Town: an institutional theory perspective
(IGI Global, 2025) Djemilou, Mohamed
This chapter investigates Halal Certified Food Products (HCFPs) from the consumer's perspective, specifically analysing the consumption behaviours and patterns of Muslim and non-Muslim individuals in Cape Town, utilising institutional theory as a theoretical lens. Various institutional pressures (normative, mimetic and coercive) are identified within institutional theory, which play a crucial role in shaping consumer attitudes and decision- making processes. This study endeavours to elucidate the motivations behind consumer (Muslim and non-Muslim) choices by considering factors such as beliefs, cultural influences, social influences, and ethical considerations surrounding Halal certification. The data was collected using a quantitative method, targeting 450 respondents who were conveniently sampled across the city of Cape Town. The findings highlight the significance of religious and cultural norms, the role of regulatory bodies and certification processes, the impact of social norms and peer influence, and the effects of market forces and industry practices.