Chapter 22

Module Development of Halal

Consumerism Education in Malaysia:
A Proposal

Mohd Akmal Sidik, Mohd Anuar Ramli

and Mohammad Aizat Jamaludin

Abstract Halal consumer education is growing in Malaysian context. It is driven

by greater awareness among the various parties. Various programmes are offered
such as awareness courses, professional courses, diploma, and degree. These
include the government and private sectors. This study focuses on the proposed
development of the halal consumerism education short-term module. It encom-
passes three levels, i.e. preliminary, intermediate, and advanced. This course is
targeted at consumer groups, industry, and the halal authority. Hence, with the
offering of halal consumer education programmes, it can contribute to the under-
standing and awareness of halal to the halal industry players whether consumers,
entrepreneurs of halal industry, or the authoritative party.

Keywords Consumers Entrepreneurs Halal consumerism education Halal

haram Halal industry

22.1 Introduction

Today, the polemic of halal consumerism becomes one of the main issues discussed
by the various parties, whether at the level of Muslim consumers and entrepreneurs.
This issue is analysed from the aspect of the source material, processing, and

M.A. Sidik
Academy of Contemporary Islamic Studies (ACIS), Technology University of MARA
(UiTM), Samarahan 2, 94300 Kota Samarahan, Sarawak, Malaysia
e-mail: akmal.sidik@gmail.com
M.A. Ramli (&)
Department of Fiqh and Usul, Academy of Islamic Studies, University Malaya,
Kuala Lumpur, Malaysia
e-mail: mohdanuar@um.edu.my
M.A. Jamaludin
Halal Products Research Institute, Universiti Putra Malaysia, Serdang, Malaysia
e-mail: mohdaizat@upm.edu.my

© Springer Science+Business Media Singapore 2016 239

S.K. Ab. Manan et al. (eds.), Contemporary Issues and Development
in the Global Halal Industry, DOI 10.1007/978-981-10-1452-9_22
240 M.A. Sidik et al.

production process until the change into the final material and is ready to be served
(from farm to fork). Realizing the importance of this issue in the society, various
parties are coming forward to offer halal consumerism educational programmes
with the aim of providing awareness and consumer rights in relation thereto.
Generally, these educational programmes are offered at various levels such as
basic, intermediate, and advanced. At each level, it has its distinctive objective to be
achieved and accords implications to the target group whether at the level of
consumers and halal industry entrepreneurs. Therefore, the requirement for a pro-
posed initial module of halal consumer education needs to be drafted so that the
module is comprehensive, consisting of various aspects such as the Sharia and its
technicalities.

22.2 Reality of Halal Consumerism Education in Malaysia

Consumerism usually involves the rights available to users, entrepreneurs, and the
products produced. For that, to understand their rights, consumers need to look
through several aspects such as the right to basic needs, the right to obtain the goods
and services which are safe, the right to information, the right to choose, the right to
voice opinions, the right of getting compensation, the right to consumer education,
and the right to live in a healthy and safe environment.
Various parties came forward to offer awareness programmes about the under-
standing of those rights. This includes the rights relating to the question of halal or
haram of applied products. The objective is to make consumers aware of the rights
they need to know so that they are not suppressed and that they can speak to the
correct channel.
In Malaysia, there are several halal awareness programmes which can be divided
into four major components. First comprises of programmes organized by the
government such as by the Department of Islamic Development Malaysia (JAKIM)
and the State Islamic Religious Department (JAIN). Similarly, a number of pro-
grammes run by the statutory bodies (Government Linked Company—GLC) such
as the Halal Industry Development Corporation (HDC), National Entrepreneurship
Institute (INSKEN), the Institute of Islamic Understanding Malaysia (IKIM), and
Penang International Halal Hub (PIHH). Second is comprised of the country’s
educational institutions such as the Halal Products Research Institute (IPPH),
Universiti Putra Malaysia, Halal Centre of Excellence, International Islamic
University (INHART) and the Institute of Halal Management and Research
(IHRAM), Universiti Sains Islam Malaysia, polytechnics, colleges, and so on.
Besides that, these educational programmes are also offered by
non-governmental organizations (NGOs) or associations such as the Muslim
Consumers Association of Malaysia (PPIM), Consumers Association of Penang
(Penang Consumer Association CAP), and group training centres such as Melaka
Industrial Skill Development Center (MISDC), Penang Skill Development Center
(PSDC), and Pahang Skill Development Corporation (PSDC). Meanwhile, the
22 Module Development of Halal Consumerism Education … 241

fourth is comprised of individuals or training companies who also provide halal

consumerism education programmes such as al-Hamra Management &
Consultancy Services, Innovative Management Consultancy (IMC) Sdn. Bhd.,
Olive Global Sdn. Bhd., and Halal Global Sdn. Bhd.
Most offers its own programmes and modules based on specific target groups.
Therefore, if observed, most mainly explores the concept of consumerism in gen-
eral halal aspects of Sharia, technical and legal. There is still a hole in providing an
understanding on the formation of a holistic Islamic consumerism module so that
the matters of the rights and responsibilities are clear and well understood.

22.3 Halal Consumer Education

Consumer education is very important so that all the consumers have the knowl-
edge and understanding as a guide to protect themselves when they wanted to, or in
making a choice, for example to make decisions to buy food at the store. With the
knowledge and awareness of the product, they can make informed decisions and
gratify themselves.
Educational philosophy nowadays only focuses on developing a person into an
effective employee or employer; they are not trained to be smart consumers. This
should be emphasized by the authorities so that the country can produce knowl-
edgeable and responsible consumers. The public should be given continuous
consumerism education because most educational systems do not pay attention
towards that.

22.4 The Concept of Halal Consumerism Education

Consumerism can be explained as all matters concerning consumers, namely the

individual who buys, or given to the individual, to use, maintain, and eliminate
products and services in the final form, in their efforts to achieve the maximum
satisfaction level with limited income (Yahaya and Othman 2002). Halal con-
sumerism education is a programme that is still new in Malaysia. It is outlined to
incorporate knowledge of halal or haram in Islamic consumerism, encompassing all
parties, whether the consumer is either male or female, of all ages, halal authori-
tative parties such as halal executives, halal auditors, halal enforcement officers, and
halal industry entrepreneurs. At the consumer level, this programme is expected to
enhance the knowledge mastery in which the results are that the consumer will have
a high sensitivity level of halal and social responsibility in terms of the demand and
usage of a product, whether in the form of food and non-food. Meanwhile, at the
halal industry entrepreneur level, this programme will contribute to the high
awareness and concern in catering to the production process and supply of a
commodity. Whereas at the level of halal authority, this programme can increase
242 M.A. Sidik et al.

their scholarliness and technical expertise to address the issues of halal in the
community, further on the issue that always arises can be resolved effectively.
Therefore, the consumers, entrepreneurs, and halal authority have a significant role
in the cycle of demand process, supply, and halal assurance.
Apart from focusing on the punitive approach or emphasizing solely on haram–
haram, this educational programme also involves consumerism ethics, Muslim
consumer rights, or legislation relating to consumers. Or in other words, the halal
consumerism education programme should involve a broader scope.
Higher education institutions either universities or even colleges also work to
help develop an understanding and awareness of halal to various parties through the
offering of courses of diploma, bachelor, master, and doctorate level. Providing
higher education in Malaysia, many universities have established centres of
halal-related research and services. Even the establishment is in line with awareness
programmes through the training and research carried out. There is also offering of
degree and postgraduate courses associated with halal.
The first institution established in Malaysia to develop halal research and ser-
vices is Halal Products Research Institute (IPPH) in Universiti Putra Malaysia and
was followed by several other universities such as the International Institute for
Halal Research and Training (INHART) in International Islamic University of
Malaysia, Institute of Halal Research and Management (IHRAM) in Islamic
Science University of Malaysia, and the Institute of Halal Research University of
Malaya (IHRUM) in the University of Malaya.
Meanwhile, degree offerings by institutions of higher education include Master
of Philosophy (Halal Science) by Universiti Teknologi Malaysia, Master’s and
Doctoral programme of Science of Halal Product, Master’s and Doctoral of Halal
Product Development, Master’s and Doctoral of Halal Product Management and
Master and Doctoral of Shariah and Halal Law by Universiti Putra Malaysia,
Bachelor of Muamalat Administration (Halal Product) by Islamic Science
University of Malaysia, Master of Islamic Studies (Halal Hub Management) by
Universiti Tun Hussein Onn Malaysia, Diploma and Bachelor of Halal
Management and Science by Universiti Teknologi Mara (UiTM), and Diploma of
Halal Management by UNITI College. Besides that, at University of Malaya,
academic courses such as IFEH2114 Consumerism Fiqh/Fiqh al-Halal wa al-Haram
is also offered by the Department of Fiqh and Usul, Academy of Islamic Studies.
Meanwhile, Universiti Malaysia Sabah (UMS) through the School of Food Science
and Nutrition (SSMP) also contributes to the halal educational programme with
their elective academic course, namely UK02202 “Introduction to Halal Food”
under the Centre of Knowledge and Language Upgrading, UMS, since 2012. The
course is offered to all students from different fields across the campus of UMS.
There is a major halal training programme offered by HAMRA-MISDEC,
namely the Halal Products Executive Course (KEPHAL). The course has been in
operation since 2003, producing halal executive graduates in various fields such as
halal management, halal logistics, and halal hospitality. The course offered is being
conducted for six months which contains three months of theory in the classroom
and another three months of practical in the halal industry.
22 Module Development of Halal Consumerism Education … 243

Halal Industry Development Corporation Sdn Bhd (HDC), which was estab-
lished on 16 September 2006, also offers several halal training programmes and
modules covering level basic, intermediate, and professional level of halal training.
The training programmes cover aspects of Shariah, halal standards and certification
process, the halal market, halal food and consumerism, and food safety and quality.
The following are the objectives and targets at each level of modules offered
(Table 22.1).

Table 22.1 Halal industry development corporation Sdn Bhd (HDC) halal consumerism
education module
No. Training Programme synopsis Target Duration
programmes
1. Halal This basic-level Consumers, Conducted
awareness programme offers halal entrepreneurs, and halal according to
programme— awareness courses on certification body request
HAP the principles and (1–2 days)
HAP 01 concepts of halalan
(understanding tayyiban for all levels.
halal) The programme also
HAP 02 focuses on the
(understanding fundamental
halal industry) understanding and
HAP 03 functionality of the
(MS1500: halal halal industry
food standard)
2. Halal industry This intermediate-level Halal industry Conducted
programme— programme offers more entrepreneurs and the according to
HIP specific awareness public who are request
HIP 01 (best courses on the best interested in (2–3 days)
halal practice in halal industry practices understanding the
food industry) covering the concept, realities of the halal
HIP 02 the halal method of industry management
(effective halal handling and internal
operation in halal management
food industry) regarding food and
HIP 03 services
(internal halal
audit)
HIP 04 (best
halal practices
in food service)
HIP 05 (halal
slaughter)
(continued)
244 M.A. Sidik et al.

Table 22.1 (continued)

No. Training Programme synopsis Target Duration
programmes
3. Halal Professional-level Professionals who are Conducted
professional programme is an interested in becoming according to
programme— advanced course on HDC halal trainers and request
HPP halal understanding auditors (2–5 days)
HPP 01 after attending the basic
(professional and intermediate levels.
halal trainer This course offered
workshop) focuses on the aspect of
HPP 02 practical and provision
(professional of halal coaches and
halal auditor auditors. Apart from
workshop) that, it also offers
HPP 03 refresher and halal
(refresher and consultant courses
halal consultant
course)
4. Halal executive This programme is an Open to graduates in Carried out for
programme— intensive and various fields of study 6 months
HEP comprehensive and those who are (3 months of
programme to produce interested to participate theory and
human resources that in halal industry as 3 months of
look after the halal executives practical)
management affairs in
the halal industry

22.5 The Need for Halal Consumerism Education

Looking for halal products is a very important suggestion found in the Quran and
the Sunnah. This is because it can help the development of good spiritual and
physical. Imam al-Ghazali says that “food that is halal can increase faith and food
that is haram will darken the hearts” (Al-Ghazali 1987). As Muslim consumers,
trying to find halal food is a fardh, which is the main criteria in making food
selection, not just choosing delicious and interesting food. Food that is haram or
syubhah needs to be avoided, except during an emergency.
In the vocabulary of the Quran, the recommendation to choose halal foods is
clearly stated several times in it, whether in terms of concepts, criteria, and examples
of halalan tayyiban. Allah S.W.T commands in Sura al-Baqarah (2) verse 168:
O mankind, eat from whatever is on earth [that is] lawful and good and do not follow the
footsteps of Satan. Indeed, he is to you a clear enemy.

In Surah al-Nahl (16) verse 114, Allah S.W.T also commands:

So eat of the sustenance which Allah has provided for you, lawful and good and be grateful
for the favours of Allah, if it is He Whom ye serve.
22 Module Development of Halal Consumerism Education … 245

Besides that, there are also a few halal consumerism education requirements. For
example, preserve the aqidah, understanding consumer as Muslim’s responsibility,
its implications, and the blessing of halal food.

22.5.1 Preserving Aqidah

As Allah’s caliph in this world, all Muslim consumers should understand how very
important it is to look after the habit and food practice of halal in their daily diet as a
religious worship to abide Allah’s command in order to preserve aqidah. Effort and
stance like this are the basic and are very important for all Muslims so that con-
sumers can continue to be good and quality servants of Allah.

22.5.2 Understand the Responsibilities as Muslim

Consumers

Halal basic education as the starting point to know and understand what halal
products and services available in the world is very important to Muslim con-
sumers, because it resembles the seeds sown to become the fundamental of one’s
consumerism education.

22.5.3 Implications and Blessings of Halal Food

Sentence stating “you are what you eat” is indeed accurate to describe a person
physically or personality wise. People who practise the consumption and ethics of
halal food based on moderation and eat when hungry and stop eating before satiety
are those that are usually healthy and not diseased or suffer disease less. The correct
and congregated halal food ethics is encouraged by Islam and can provide peace of
mind besides reducing life pressures through social networking that supports each
other in the psychological aspect.

22.6 Proposed Halal Consumerism Education Module

In this study, researchers focused only halal consumerism education module pro-
posed in the form of short-term courses that can be divided into three main levels,
namely basic, intermediate, and final or advanced level. The division of these levels
is based on the objective and focus of the discussion. It also includes halal
246 M.A. Sidik et al.

awareness programme (HAP) and the halal industrial programme (HIP). The target
is made up of consumers, halal industry entrepreneurs, researchers, auditors, and
enforcement officer of halal certification. See Table 22.2.

Table 22.2 Proposed halal consumerism education module

Level Table of contents Target groups
Consumers Halal Researchers Halal
industry auditor/enforcement
entrepreneurs
Basic level Haram and halal √ √ √ √
basic concept
– Insight
– Material
sources
– The importance
of halal food
– Basic principle
of halal or haram
Product √ √ √ √
categories
– Food and
non-food
– Application of
products
– Management of
services
– Halal
consumerism
application
Components of √ √ √ √
halal or haram
products
– Raw materials
– Additives
– Chemicals
– Processing
– Logistics
Intermediate Islamic √ √ √ √
level consumerism
principles and
ethics
Food safety √ √ √ √
Basic √ √ √ √
determination
source of the
halal or haram
basis according
to Islam
(continued)
22 Module Development of Halal Consumerism Education … 247

Table 22.2 (continued)

Level Table of contents Target groups
Consumers Halal Researchers Halal
industry auditor/enforcement
entrepreneurs
– Main source
– Secondary
resource
– Alternative
source
Determination √ √ √
source by
technicalities
– Halal
certification
– Halal logo
– Labelling
– Halal
laboratory
analysis
Advanced Contemporary √ √ √
level ijtihad
– Concept and
form of ijtihad
– Maqasid
Shariah
– Dharurah
Current fatwa
– The concept of
fatwa
– Fatwa authority
– Consumerism
fatwa
Issues and √ √ √
practical
solutions in halal
consumerism

22.6.1 Basic Level

In Table 22.2, it shows a basic level that refers to the minimal level in the halal
consumer education. The objective is that the consumers, industry, researchers, and
those involved in the enforcement of halal certification would be able to know some
basic concepts about halal and its categories and components. The basic concept of
halal covers the meaning, source of products, and the importance of halal food to
Muslim and non-Muslim consumers.
Apart from that, for the halal or haram product category, it is comprised of food
and non-food. It includes the application of products such as cosmetics,
248 M.A. Sidik et al.

pharmaceuticals, and clothing. It is also similarly in the management of services

such as banking, takaful, loans, education, consultancy, and logistics, while for the
aspects of the halal consumer applications, it consists of tourism, business, mar-
riage, and social activities.
For this level, the target group also needs to understand a few halal or haram
product components that are found in food and non-food. An example for this is a
basic understanding of the source and usage of raw materials, food additives,
chemicals, method of processing, and logistics handling.

22.6.2 Intermediate Level

At this level, the halal consumerism module will discuss more on the principles and
ethics of Islam as well as the basis determination sources of halal consumables
according to Islamic perspectives and technicalities. Usually, those who understand
and apply this level consist of those who are involved directly and indirectly with
the halal certification as an auditor, halal executive, internal halal committee and
law and scientific researchers. In fact, there are also a number of halal industry
entrepreneurs who want to understand this second stage in the discussion on the
basis determination source technically.
From the Islamic perspective, the determination of halal or haram covers the
main, secondary, and alternative sources. As a major source, the al-Quran and
al-Sunnah is the important backing in determining halal or haram and followed by
al-Ijma’ and al-Qiyas. Secondary sources involve Uruf, Sadd al-zara’i, Maslahah,
Istihsan, and so on. These resources are ones that are not agreed with among jurists.
Other similar alternative sources are fiqh, Istihalah, Istikhlaf, and Takhallul meth-
ods, as well as fatwa. However, these alternative sources still refer to the primary
source as the backing.
From the point of technicality of halal or haram determination, it refers to the
module discussion covering halal certification, halal logo, labelling, and halal
laboratory analysis. In reviewing halal certification, these modules consist of an
understanding on before, during, and after the implementation of halal certification.
It encompasses application procedures, preparation of documents, halal policy,
establishment and management of the internal halal audit committee, and activities
that can improve the understanding of halal. Similarly, there is also understanding
to the recognized halal logo as well as matters regarding halal labelling on the
product and conditions of use. Besides that, this module will also be synergized
with the knowledge of several laboratories and instruments to analyse halal prod-
ucts involved directly and indirectly in maintaining the integrity of halal such as
Institute of Halal Products Research (IPPH), Universiti Putra Malaysia, and
Malaysian Chemistry Department.
22 Module Development of Halal Consumerism Education … 249

22.6.3 Advanced Level

In advanced level of halal consumerism module, the discussion will be more

in-depth and will have mastered the topics in the first and intermediate levels. This
is because the target group at this level has been able to adapt while being difficult
in applying halal as a way of life. Therefore, the proposed module is like an
understanding of the contemporary ijtihad concept and its application, the authority
of fatwa in Malaysia and fatwa of consumerism, the importance of Maqasid
Shari’ah. At this level as well, participants will be given issues and asked to provide
practical solutions within the framework of halal consumerism.
For contemporary ijtihad topic, the discussion focuses on the concept of ijtihad,
qualification forms of ijtihad, and some examples of contemporary ijtihad.
Discussions continued with the introduction of a fatwa, fatwa bodies, and fatwa of
consumerism. While on the topic of Maqasid Shari’ah, it includes understanding,
importance, and ways of implementation on the importance of protecting the reli-
gion, mind, soul, property, and generation. Knowledge about this matter also and
becomes the foundation to the need to choose halal as the way of life. Apart from
that, the discussion of other topics is also related to the practical solution of the
current consumerism issue. It touches on the approach in dealing with the issues
that arise and the solution within the framework of halal consumerism.
Based on the three levels of the module, it is expected that the proposed pro-
gramme will provide a positive impact in increasing the halal awareness in the
community and consumerism issues that arise can be dealt with more effectively.

22.7 Conclusion

Development of halal consumerism education in Malaysia is increasing over the

motivation and awareness that are high among Muslim consumers and supported by
the government through legislation and halal certification. The industry also
cooperates in complying with all the conditions set for the halal certification to use
the halal logo as a marketing tool of halal products to win consumer preference for a
favourable economic return. With the development of halal modules that involve all
stakeholders, this can further enkindle the halal industry, especially in Malaysia and
globally.

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