A personal experience inspired a university professor to learn more about Halal

Jefferson Cantalice, a native of João Pessoa in Paraíba, is a professor of Tourism and Hospitality in the Department of Tourism and Hospitality (DTH) at the Federal University of Paraíba.

At the first CTec Halal edition, he presented the paper “Halal from the perspective of service-dominant logic: a preliminary theoretical reflection,” based on his doctoral thesis. Below, he speaks not only about this work, but also about his relationship with Islam and, consequently, Halal.

Professor Jefferson, how did you become interested in a topic so closely connected to Islam?

My first contact with the subject came when I moved to Belo Horizonte to pursue my PhD at the Federal University of Minas Gerais (UFMG). I had always been interested in religion. Later, while back in João Pessoa for vacation, I attended a meeting of a research group I had been part of during my master’s studies. There, my former advisor mentioned that Islamic Marketing was a promising area of research, and that was when I realized everything was coming together for me to pursue this topic. However, I became specifically interested in Halal when I took part in Ramadan in 2015 and went with a group of friends from the Belo Horizonte Mosque to break our fast. That was the first time I heard about Halal food. On that occasion, a colleague asked whether the women minded eating food that wasn’t Halal. That sparked an idea: to research the subject from the perspective of Muslim consumers.

The topic of your paper, “Halal from the Perspective of Dominant Service Logic: A Preliminary Theoretical Reflection,” comes from your doctoral thesis, right? Could you explain what it is about in a clear, accessible way?

Yes, the article is one of the outcomes of my doctoral thesis. The theoretical perspective I explored was SDL, also known as Service-Dominant Logic. Essentially, SDL views every product (tangible goods) as a vehicle for a service (something intangible). So even when we buy a product (a good), we’re not buying it just for the product itself, but for the service it provides. For example, when we buy a painkiller, regardless of the brand or price, what we want is for it to relieve our pain. And if we look at the marketing used by pharmaceutical companies and brands, the emphasis is on how quickly it will work. Why? Because we buy a product for the service it provides—the product is a vehicle for a service, as SDL puts it. This is just one of many examples of how SDL principles can be applied.

What contribution or insights does your work offer? What did you hope to achieve through it?

The aim was to introduce a preliminary discussion of LDS in the context of Halal product consumption. I refer to products because this gives the study a broader scope, as products include both goods and services. The study therefore encompasses the many ways LDS can be applied in consumption contexts. In this way, the paper aimed to offer a “taste” of the topic, while the thesis takes a broader approach and validates the C-HALAL scale, which presents the “Correlation between Islamic religiosity and Halal consumption”.

Your work clearly recognizes the contributions of Halal—which go far beyond health and safety. However, we live in a country where Muslims are a minority. Do you believe marketing (the Service-Dominant Logic) can help popularize certified products here in Brazil—not only within the Muslim community, but also among all those seeking to consume more consciously?

Yes. When you present a thesis, you not only develop an original topic, but also defend your ideas before a panel of five professors with PhDs. Writing the thesis is not an easy process, and neither is this “rite of passage.” But I think it shows how much I believe this work can be valuable to the entire Muslim community, as well as society as a whole. I believe companies operating in Brazil need to understand the importance of prioritizing socially vulnerable groups, especially religious groups, who are willing to pay to preserve and strengthen their faith and spirituality.

One of the conclusions of your work is that “Halal certification has a positive impact on business, although some companies have yet to recognize this (growing) market niche. In your opinion, what needs to be done to raise awareness and, consequently, encourage more companies to seek certification?

Companies need to know that this audience exists and has enormous purchasing power. What’s more, they are willing to pay based on their religious beliefs and devotion. Companies need to see a profit in the process—unfortunately, that’s how business works today. And how will companies find out? Through initiatives such as CTec Halal and other academic events that bring together the stakeholders involved in the process: academia and the market.

Finally, how did you hear about CTec Halal, and why did you decide to present your paper? What is your assessment of the event?

I follow several pages related to Islam. I heard about it on Instagram and on the International Halal Academy page. My wife and I were amazed by how organized and excellent everything was. Honestly, given what I know about the Muslim community, I wouldn’t have expected anything less. I plan to attend again at future events.

Jefferson, is there anything else you’d like to share with us?

The paper I presented represented 10% of what I researched during my doctoral studies. I believe there is still much to explore in the Halal field, including other applications such as the one presented at the event on Halal Tourism—which I have been researching for a future postdoctoral project—particularly in light of my current area of work.