Conceptual Framework on Local Knowledge Practices with the Implementation of Branding and Packaging for Fermented Salted Fish (Ikan Bekok) to Mobilize Human Capital Empowerment

Branding and packaging is a growing trend among consumers to purchase local products. However, it is a constraint toward preceding fishery activity in empowering human capital which confine to traditional ways of handling and only adequate for daily necessity. Therefore, this study aims to (1) explore the potential of branding and packaging in the operational chain scope for ikan bekok products, and (2) develop a conceptual framework of branding and packaging potential incorporating with social enterprise implementation, human capital empowerment, and Sustainable Development Goals (SDGs). This study involves the methods of reviewing prior literature, module delivery, observation, semi-structured interview, and proposing innovation on products branding and packaging. This fermented salted fish project has been implemented in Tumpat, Kelantan, Malaysia. This research has developed a conceptual framework that links branding and packaging with social enterprise implementation, human capital empowerment, and the Sustainable Development Goals (SDGs) related to quality education (SDG 4) and decent work and economic growth (SDG 8). The study acknowledges the significance of local knowledge in sustaining the livelihoods of the coastal community, as well as its potential for poverty reduction and improving living standards. Overall, this research contributes to the literature on sustainable development by emphasizing the mergence and mobilization of human capital empowerment with the approach of branding and packaging for local products.