Volume V: Economy, Politics, and Environmental Governance

Consumer Awareness and Sustainable Growth of the Halal Chicken Industry: Bridging Religious Compliance, Eco-Theology and Good Governance

  • Muhammad Afif Zakwan Azhar Universiti Malaya, Kuala Lumpur, Malaysia
  • Zalina Zakaria Universiti Malaya, Kuala Lumpur, Malaysia
  • Nina Sakinah Ahmad Rofaie Universiti Malaya, Kuala Lumpur, Malaysia

Keywords

Halal chicken industry; consumer awareness; halal chicken; halal; social empowerment.

Abstract

The global halal chicken industry has experienced significant growth, driven by increasing consumer demand for halal products and heightened awareness of religious compliance. However, the sustainable development of the industry requires more than adherence to halal certification; it also demands ethical governance, environmental responsibility and transparency throughout the halal supply chain. This study examines the relationship between consumer awareness and the sustainable growth of the halal chicken industry by integrating the principles of religious compliance, eco-theology and good governance. Using a qualitative approach based on an extensive review of scholarly literature, policy documents and relevant reports, the study explores how Islamic principles, particularly khalifah (trusteeship), amanah (trust), mizan (balance) and maqasid al-shariah, provide a comprehensive framework for strengthening governance within the halal ecosystem. The findings indicate that informed consumers increasingly expect halal products to embody not only Sharia compliance but also ethical production, animal welfare, environmental stewardship and good governance. Consequently, industry stakeholders are encouraged to integrate these dimensions throughout the halal value chain by strengthening transparent governance, regulatory compliance, stakeholder accountability and sustainable operational practices. Such integration enhances halal integrity, reinforces consumer confidence and ultimately contributes to the sustainable growth and long-term resilience of the halal chicken industry. The study argues that eco-theology broadens the understanding of halal beyond legal compliance by positioning halal food production as a moral responsibility towards society and the environment. Integrating consumer awareness with Islamic ethical values and good governance offers a holistic pathway for achieving sustainable growth and enhancing the global competitiveness of the halal chicken industry in an increasingly complex and multipolar world.

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