ABSTRACT
There is now a fairly detailed body of research exploring how Jewish and Muslim consumers understand and practice kosher and halal globally. Obviously, Jewish and Muslim consumers are comprised of extremely diverse groups based on gender, age, education/ occupation and ethnicity. However, based on existing research some general findings can be identified. This chapter outlines a fourfold typology of consumers: the fastidious/observant/orthodox; the commonsense or pragmatic consumers; Rebels; and non-Muslim/Jewish consumers. The orthodox consumers are very focused on kosher/halal, and they will only eat religiously acceptable food. The pragmatic consumers are aware that kosher/halal are religious injunctions, and they are concerned about these requirements, at least rhetorically. Rebels are Muslims/Jews who reject kosher/halal as overly orthodox. These consumers argue that it is always up to the individual to decide whether kosher/halal is important to them and that the certification of products is not only a case of market excess but also an expression of power for businesses and certifiers alike.
