Halal Certification and Consumer Trust: A Literature Review on Consumer Protection, Purchasing Behavior, and Marketing Strategy

Abstract

Halal certification is an important factor in building consumer trust in halal products. This study aims to examine the role of halal certification in enhancing consumer trust, consumer protection, and product competitiveness. A narrative literature review approach was employed by analyzing five articles selected based on inclusion criteria, namely discussing halal certification and consumer trust, published between 2025 and 2026, and available in full text. The findings indicate that halal certification strengthens consumer trust by assuring product quality, safety, and halal compliance. In addition, halal certification serves as a consumer protection instrument and a marketing strategy that enhances product image and competitiveness. Therefore, the effectiveness of halal certification depends not only on the existence of certification itself but also on the credibility of certification authorities and consumers’ understanding of the halal system.