Plant-based food products and faith-Based segments: a case-study of Muslim in the UK

The demand for sustainably sourced, organic, and environmentally friendly food options has been on the rise, reflecting a broader trend toward conscious consumerism. Often overlooked is the appeal of targeting marketing efforts towards faith-based segments. Prior research has demonstrated that spiritual beliefs can exert a substantial and positive impact on consumer behaviour when it comes to environmental matters. Despite this, there was difficulty in locating research on sustainable food consumption practices of faith-based segments in the UK. Understanding the role of religion in sustainable consumption requires an examination of specific religious teachings, the interpretation of those teaching by followers, and the cultural contexts in which they live and consume. It should be noted that individual beliefs and practices within a religious community can and do vary widely.
In recent years, research conducted in Muslim countries have linked Islamic values with sustainability and environmental marketing. It appears that cultural shifts towards environmental consciousness, health awareness and animal advocacy have prompted Muslims to reconsider the concept of halal. While this creates opportunities for the sustainable food industry in the UK, there is limited research exploring the acceptance and appeal of sustainable foods among Muslims in the country. Adherent of Islam are heterogeneous, as reflected in the growing number of individuals choosing a vegetarian and/or vegan diet. Cultural assimilation, widespread availability, and clear labelling contribute to making plant-based foods an appealing option for this religious community. It is within this context; the study will fill a gap in knowledge by investigating the feasibility of offering plant-based food products to Muslims living in secular societies. First, the paper will identify the shift towards sustainable products among Muslims consumers in the UK, and the impact religion, religious beliefs and religiosity have on consumption. Second, it will the uncover the intersection between plant-based foods and halal compliance and consider the contribution of halal governing bodies in the certification process. Third, the study will report the value of the halal sector in the UK, and the Muslim consumer's spending power. The implication of the research enables food companies to enhance their position and effectively target Muslim consumers by providing relevant information on product labels to reduce risks and cultivate trust.