Exploring the Factors Influencing Halal Practice Adoption in the Food Supply Chain: A Qualitative Study

Background Muslim consumers in Indonesia are in increasing demand for halal food and drinks, forcing manufacturers to implement halal practices. The Theory of Planned Behavior (TPB) can be used to analyze human behavior in decision-making, including halal practices. However, challenges arise in implementing halal practices, including the global issue of counterfeiting and lack of producer interest. Lack of knowledge of halal practices also results in violations, as advertisements for halal products often contain prohibited ingredients. In addition, the environment that supports halal practices is insufficient for the food and beverage industry. Purpose:This study aims to explore the perspectives of stakeholders in the halal food industry using the Theory of Planned Behavior as a framework. This study uses a qualitative investigation method with in-depth interviews to explore attitudes, subjective norms, and behavioral control related to the implementation of halal practices. Method: The participants were individuals who practiced halal and resided in the target community. Data were collected through in-depth interviews and data analysis using thematic analysis to identify patterns and themes related to adopting halal practices. Results and Conclusion: The results of the study are thematic results of individual understanding that describe the behavior of adopting halal practices.