Indicators of product quality: faith labels as branding tools

Halal and kosher foods are a growing sector in the food processing industry (Maddock, 2014). While halal and kosher labels primarily target Muslim and Jewish consumers adhering to laws that govern the production of “pure, safe, acceptable foods, consumers who do not follow either religion are increasingly showing a preference for foods with a halal or kosher label” (Maddock, 2014). This study attempts to assess whether consumers in the United States who do not follow either religion may perceive halal or kosher labels to signal a higher quality product. The study explores consumers’ understanding of the halal and kosher process, and attempts to identify the determinants of their assessments.

Keywords: faith branding, kosher, halal, Islamic law, Jewish law, food marketing.
JEL Classification: M31, K00