Proposing a Model to Enhance Status of Halal Food in the Global Markets

The need to become familiar with the Islamic viewpoint regarding business to perceive factors which shape Moslem customers'' behaviors for global trade is an inevitable reality due to globalization of economy. The purpose of the present survey was to propose a model to enhance Halal brand status in the global markets. mportant effective variables on Halal brand were exploited from literature using field study which was the basis of Delphi method. Then Delphi questionnaire was given to thirty three experts in the field of Halal brand in Iran. Finally the most important effective factors on enhancement of Halal brand status were studied using factorial analysis and structural equations model. Results- Behavioral and contextual variables were divided into demand-oriented and supply-oriented classes through results of factorial analysis. Goodness of the model was confirmed by structural equations model and the most important effective factors on Halal brand status were introduced as demand-oriented and supply-oriented behavioral factors as well as supply-oriented contextual factors. Research limitations- Number of experts in the field of Halal brand is very few in Iran; therefore selection of the panel members was faced with limitation. Besides، this survey was conducted in an Islamic country (Iran)، so the obtained results could not be generalized to all countries. Value/innovation- Effective factors on Halal brand were identified in this survey from a multi-lateral viewpoint. Thus، a comprehensive model was recognized to enhance Halal brand status in the global markets.