A proposal for strengthening the halal certification ecosystem through the Pentahelix model: a university-led project-based approach

Purpose This study aims to propose a university-led Pentahelix model to strengthen the halal certification ecosystem in Indonesia, particularly for micro and small enterprises (MSEs). While existing certification frameworks have improved regulatory clarity, they often remain inaccessible to smaller businesses because of procedural complexity, limited awareness and fragmented institutional support. Design/methodology/approach Drawing on the Pentahelix model, which emphasizes collaboration among academia, government, industry, civil society and media, this study explores how universities can serve as the central orchestrator of halal certification initiatives through project-based learning and community engagement. Using a qualitative approach, primary data were collected through semi-structured interviews with representatives from universities, The Halal Product Assurance Agency (BPJPH), local government, media organizations and MSEs. The industry dimension was examined through secondary sources, including prior studies, Corporate Social Responsibility (CSR) reports and documented industry initiatives, to develop a comprehensive university-led Pentahelix framework. Findings Thematic analysis revealed four central dynamics: the structural role of universities as ecosystem coordinators, the regulatory trust anchored by BPJPH, the enabling function of media and CSR driven industry support and the active participation of MSEs as co-creators rather than passive beneficiaries. Research limitations/implications This study contributes to the literature on halal governance and institutional innovation by demonstrating how higher education institutions can bridge regulatory designs and grassroots implementation. Practical implications The proposed model offers a scalable pathway for increasing halal certification outreach while embedding experiential learning within university mandates. Originality/value This study offers a novel approach by positioning universities as orchestrators in the halal assurance ecosystem and not merely as educational providers. By integrating the Pentahelix framework with project-based learning, it bridges regulatory structures with grassroots certification requirements. Unlike previous studies focusing on policy or industry, this model highlights the operational role of higher education in enabling MSEs to navigate halal certification processes. This framework is especially relevant for countries implementing mandatory halal policies, offering a scalable strategy that blends academic engagement with institutional collaboration.