The Impact of the Theory of Planned Behaviour (TPB) and the Theory of Reasoned Action (TRA) on the Growing Field of Halal Technology

The significant level of consumer interest in Halal products has led to a surge in demand within the Halal sector. The market for Halal products has expanded outside the Muslim community, as non-Muslims are increasingly favouring these products due to their perceived cleanliness and transparent sourcing of raw materials. The observed tendency holds considerable significance within the frameworks of the Theory of Planned Behavior and the Theory of Reasoned Action. Nevertheless, the demand for Halal products has a continuous upward progress, with an increasing number of producers expressing a heightened interest in expanding their product offerings. The utilisation of technology can facilitate the preservation and verification of data, which is crucial in meeting one of the requirements for Halal certification, namely the provision of a clear source. The utilisation of technological advancements such as Blockchain, Internet of Things (IoT), Artificial Intelligence (AI) and RFID has significantly facilitated Halal manufacturers in effectively adapting to evolving consumer demands, while simultaneously upholding the consistent integrity of Halal products and services.