Personal experience awakened in a university professor the desire to learn more about Halal

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

At the first edition of CTec Halal, he presented the work "Halal from the Perspective of the Dominant Logic of Service: A Preliminary Theoretical Reflection," derived from his doctoral thesis. He then discusses not only this work but also its relationship with Islam and, consequently, Halal.

Professor Jefferson, how did you approach a topic so closely linked to Islam?

My initial exposure to the topic came when I moved to Belo Horizonte to pursue my doctorate at the Federal University of Minas Gerais (UFMG). I'd always found religion interesting. Then, returning from vacation to João Pessoa, I attended a meeting of an old research group I'd been part of during my master's degree. There, my former advisor mentioned that one of the promising topics would be Islamic Marketing, and that's when I realized things were converging toward researching this topic. However, the specific topic of Halal arose when I was celebrating Ramadan in 2015 and went out with a group of friends to the Belo Horizonte Mosque to break the fast. That's when I first heard about Halal food. At the time, a colleague asked if the girls minded eating non-Halal food. It sparked a new perspective for me to research the topic from the perspective of the Muslim consumer.

The topic of your paper, "Halal from the Perspective of Service-Dominant Logic: A Preliminary Theoretical Reflection," comes from your doctoral thesis, right? Could you explain what it entails, from a didactic perspective?

Yes, the article is one of the results of my doctoral thesis. The theoretical perspective I addressed was that of the LDS, or, as it's also known, Service-Dominant Logic or Service-Dominant Logic. Basically, the LDS views every product (tangible goods) as a vehicle for a service (intangible). Thus, even when we buy a product (good), we don't buy it just for the product itself, but for the service it will provide. For example, a painkiller, regardless of brand or price, what we want is for it to alleviate the pain. And then, if we look at the marketing practices of laboratories and brands, the motto is how quickly this will happen. Why? Because we buy a product for the service it offers, the product being a vehicle for a service, as the LDS claims. Certainly, this is one of the many examples we can have of the application of LDS principles.

What contribution or reflection does your work raise? What was your intention behind it?

The intention was to bring a preliminary discussion on the LDS theme to the context of Halal product consumption. Note, I mention "product" because it provides a broader scope for the study's application, given that products refer to goods and services. Therefore, the study encompasses this scope, as well as the many possibilities for applying the LDS in consumer contexts. Thus, the presented work was intended to provide a "taste" of the topic, while the thesis presents the broader approach and the validation of a C-HALAL scale that presents the "Correlation between Islamic religiosity and Halal consumption."

Your work clearly demonstrates your recognition of the contributions Halal offers—which go far beyond health and safety. However, we live in a country with an Islamic minority. Do you believe that marketing (the Service-Dominant Logic) can be a way to popularize certified products here in Brazil—not just within the Muslim community, but also for everyone seeking more conscious consumption?

Yes. When we present a thesis, we not only develop a new topic but also defend our thinking before a panel of five professors with doctorates. Writing a thesis isn't an easy process, much less this "rite of passage." But I think this proves how relevant I believe this work can be for the entire Islamic community, as well as for society in general. I believe that companies operating in Brazil need to understand the importance of prioritizing socially vulnerable groups, especially religious groups, who are willing to pay for the permanence and positive maintenance of their faith and spirituality.

One of the considerations of your work states that "Halal certification positively impacts business, although some companies have not yet paid attention to this (growing) market niche. In your opinion, what needs to be done to increase this awareness and, consequently, encourage more companies to seek certification?"

Companies need to recognize that this audience exists and has enormous purchasing power. Furthermore, they are willing to pay based on their religious beliefs and devotion. Companies need to see profit in the process; unfortunately, this is the prevailing commercial logic. And how will companies find out? Through initiatives like CTec Halal and other scientific events that bring together the stakeholders involved in the process—that is, academia and the market.

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

I follow several pages related to Islam. I learned about it through Instagram and the International Halal Academy page. My wife and I were amazed by the organization and excellence. Honestly, I didn't expect anything less, given what I know about the Islamic community. I intend to be present again at future events.

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

The work I presented represented 10% of my research during my doctorate. I believe the Halal theme still has much to explore, including other applications like the one presented at the Halal Tourism event—which I've been focusing on for a future postdoctoral degree—especially considering my current field of expertise.