Halal Assurance Technology as a Source of Marketing Information: An Integrative Literature Review on the Use of Information

Abstract

The development of technology in halal assurance systems has expanded the ability to document, trace, verify, and provide information about the halal status and processes of products. However, the existence of halal information does not by itself explain how consumers use that information to evaluate products. This study aims to integrate literature on halal assurance technology with marketing management and consumer information-processing literature to explain the use of halal information in product evaluation. The study employs a qualitative integrative literature review based on structured library research. The main literature covers research on halal technology, traceability, halal certification and information, consumer behavior, information quality, information diagnosticity, and product evaluation. The analysis was conducted through thematic analysis, cross-study comparison, and integrative synthesis. The synthesis shows that halal assurance technology has a marketing function particularly when it facilitates access to information that consumers can use. Information use depends not only on availability, but also on information quality, usefulness, relevance, credibility, and accessibility. In this process, information diagnosticity can serve as a conceptual mechanism for explaining the extent to which information helps consumers form product judgments and evaluate products. These findings are synthesized into the Halal Technology–Marketing Information Framework (HT-MIF), which connects halal assurance technology, halal information, consumer information evaluation, information diagnosticity, product judgment, and marketing response. This framework is conceptual and has not been empirically tested.