ABSTRACT
This chapter discusses how Muslims relate to their identity to choose, buy and consumer products and services. Halal consumption is an important issue for Muslims. The literature about Muslim consumption is at its infancy, and tells little about the way Muslims relate to their identity when choosing, buying and consuming Halal products and services. For products and services, Muslims refer to set principals that address general issues subject to interpretations. In some non-Muslim countries, Nestle has seen in this Halal issue an opportunity and has consequently created a Halal committee that ensures that the company is offering Halal products to its Muslim customers. Alserhan suggested the following categories of Halal goods: food, lifestyle, services, including finance, hospitality and logistics, among others. With Halal food and Islamic Finance leading the way, the modern discerning Muslim consumer seeks select products and services that are socially conscious, ethically fair and fit their way of life.
