Stay Halal Brother : Exploring The Lived Experiences of Muslim Consumers in Avoiding Commonly Consumed Products Without Halal Labels
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Ethical Abstention, Muslim Consumers, Phenomenology
Abstract
This study explores the lived experiences of Muslim consumers in Makassar who consciously avoid commonly consumed products without halal labels. Using a qualitative phenomenological approach, the research aims to reveal how faith, morality, and daily consumption practices intersect in shaping ethical decision-making. Twelve participants were selected through purposive sampling and interviewed in natural settings such as markets and cafés, allowing the researcher to capture authentic narratives of moral reasoning and spiritual reflection. The findings reveal four interrelated experiential themes: awareness of uncertainty, moral and emotional negotiation, faith-based reasoning, and spiritual fulfillment. These experiences demonstrate that “staying halal” represents not only adherence to Islamic dietary law but also an ongoing process of self-discipline and taqwa (God-consciousness) expressed through restraint. The novelty of this study lies in shifting the analytical focus from halal purchasing intention to ethical abstention, emphasizing non-consumption as a form of worship and moral identity. The results highlight that in Makassar’s urban Muslim society, abstaining from uncertified products is a spiritual act rooted in reflexive awareness rather than fear or social conformity. The study contributes to the literature on Islamic consumer behavior by illuminating how faith is embodied in moral decision-making and suggests that halal education should emphasize inner consciousness and ethical reflection beyond certification systems.
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