Social media plays an important role in ingroup-outgroup dynamics and related consumption patterns, in multicultural societies. This study aims to explore how the opinions of non-Muslims, shared on social media, result in the anti-consumption of Halal foods..
The authors mapped the opinions of non-Muslims from three different platforms – Facebook, YouTube and Twitter –shared between 2011 and 2021. The data were collected using NVivo software and analyzed through thematic analysis.
Six themes emerged as influencing anti-consumption of Halal food by non-Muslims. It was found that Animosity, Islamophobia, Animal welfare concerns and Misperceptions drive anti-consumption. However, acculturation and knowledge about Halal reduce Halal anti-consumption. The overall thematic analysis showed that non-Muslims have negative opinions about Halal foods.
To the best of the authors’ knowledge, this study is the first to use and compare data from three different social media platforms in examining the anti-consumption of Halal products by non-Muslims. Its main contribution lies in advancing the development of anti-consumption theory. The findings are relevant to both general food and Halal food marketers, as well as to public policymakers in multicultural societies.
