Halal Supply Chains in Multicultural Markets: The Challenges and Opportunities of Cultural Sensitivity and Globalization

Abd Hakim Abd Razak, Anas Afandi Ahmad Apandi and Irwan Ibrahim
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Abd Hakim Abd Razak: Assistant Professor of Law, College of Law and International Relations, Alfaisal University, Saudi Arabia.
Anas Afandi Ahmad Apandi: Lecturer, School of Economics and Management, Xiamen University Malaysia, Sepang, Selangor, Malaysia
Irwan Ibrahim: Associate Fellow, Malaysia Institute of Transport, university Teknologi MARA, Malaysia. Department of Technology and Supply Chain Management Studies, Faculty of Business and Management, UiTM Puncak Alam, Selangor, Malaysia.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 3535-3552

Abstract: This study explores the role of cultural and societal factors in halal supply chains, with a focus on cultural sensitivity in halal marketing and packaging, as well as the impact of globalization on halal practices. The halal industry, traditionally rooted in Islamic practices, is facing new challenges and opportunities as it expands into global markets with diverse consumer bases. By examining how cultural and religious sensitivities influence marketing strategies and product packaging, and how globalization shapes local halal practices, this research aims to provide insights into the evolving dynamics of halal supply chains. A qualitative research methodology, including in-depth interviews with halal industry stakeholders, was employed to explore these issues. The findings reveal that cultural sensitivity and local traditions significantly impact halal marketing, while globalization is driving homogenization in some aspects of halal practices, yet simultaneously encouraging local adaptations in others. The study concludes with recommendations for businesses to balance global standardization with local cultural nuances to ensure market acceptance and sustainability.

Date: 2025
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