Determinants of halal food customer behaviour in the context of Indonesia and Malaysia: a systematic literature review

Purpose: This study presents a systematic literature review of halal food (HF) customer behaviour using the Scopus and Web of Science (WoS) databases. This study aims to identify trends, methodologies, theoretical developments and determinants of HF customer behaviour in Indonesia and Malaysia, as well as potential future research directions. Design/methodology/approach: This study extends the bibliometric and systematic literature review covering all variables in customers purchasing HF by extracting the Scopus and WoS databases. We used the SLR method via the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) model. A total of 43 samples related to customer behaviour towards HF articles were identified and reviewed. Findings: This study found 43 articles discussing variables or factors that influence consumers’ behaviour towards HF in Indonesia and Malaysia. Quantitative methods and extended TPB theory are most widely used to measure the determinants of customer behaviour towards HFs. Religiosity, attitude, halal awareness and trust are the most dominant factors that significantly influence customer behaviour towards HF. This study suggests several potential future research directions. Research limitations/implications: The HF industry, marketers and governments in Indonesia and Malaysia must ensure that their products meet consumer expectations by implementing halalan thayyiban and strengthening HF marketing strategies based on halal-labelled food. Originality/value: This study is the first to examine the factors determining customer behaviour towards HF in Indonesia and Malaysia using a systematic literature review method from Scopus and the WoS database.