His faith, her consumption: halal food decisions in UK interfaith family households

Purpose This study aims to investigate how religious obligation, Halal purchase decision and spousal decision-making jointly shape Halal food consumption within interfaith marriages, specifically focusing on non-Muslim wives married to Muslim men in the United Kingdom. Design/methodology/approach A survey of 103 non-Muslim wives in interfaith households was conducted. Partial least squares structural equation modelling (PLS-SEM) was used to assess direct and indirect relationships among religiosity, spousal decision-making, Halal purchase decision and gendered consumption. Necessary condition analysis (NCA) was also used to identify non-compensatory conditions for gendered consumption. Findings The results indicate that religiosity and spousal decision-making significantly influence both Halal purchasing and gendered Halal consumption. Halal purchase decisions partially mediate the effect of religiosity and spousal influence on consumption outcomes, revealing that religious obligation is enacted through relational processes within the household. Furthermore, NCA confirms that both religiosity and spousal decision-making are non-compensatory preconditions for high levels of gendered Halal consumption, reinforcing their essential role in shaping domestic religious practices. Practical implications Marketers should recognise that non-Muslim partners are active agents in religious consumption and tailor Halal messaging accordingly, highlighting the theme of shared domestic practice. Originality/value To the best of the authors’ knowledge, this study is among the first to examine Halal food practices as relational and gendered outcomes of religious commitment in interfaith households. It contributes to further understanding the theory of family buying decisions by integrating value asymmetry and moral salience into domestic consumption models.