Ethical Integration and Strategic Engagement: A Conceptual Framework for Ḥalāl Product Marketing

Abstract

The global demand for ḥalāl products is rapidly expanding, driven by ethical consumerism and the purchasing power of Muslim populations. This conceptual study investigates how ḥalāl marketing strategies can align Islamic ethical principles with effective consumer engagement mechanisms. Addressing a gap in the theoretical integration of Islamic values and marketing strategy, the study applies a qualitative, literature-based methodology, synthesizing insights from Islamic economic ethics, value-based marketing, and cultural branding. Key findings reveal that successful ḥalāl marketing must encompass more than compliance; it must also promote trust (amānah), wholesomeness (ṭayyib), justice (ʿadālah), and sincerity (ikhlāṣ). These values inform branding strategies, consumer relationship models, and digital engagement practices across diverse Muslim markets. The article also explores the role of certification, identity construction, and ethical storytelling in building brand loyalty and market differentiation. By presenting a unified conceptual framework, the study contributes to Islamic marketing scholarship and offers actionable pathways for global branding initiatives. The findings have practical implications for marketers, policy-makers, and certification authorities seeking to enhance authenticity and trust in ḥalāl brand positioning.