Personal experience awakened in university professor the desire to learn more about Halal

Jefferson Cantalice, from João Pessoa, Paraíba, is a professor of Tourism and Hospitality at the Department of Tourism and Hospitality (DTH) at the Federal University of Paraíba.

In the first edition of CTec Halal, he presented the work “Halal from the perspective of the dominant logic of service: a preliminary theoretical reflection”, originating from his doctoral thesis. Below, he talks not only about this production, but also about its relationship with Islam and, consequently, Halal.

Professor Jefferson, how did you approach a topic so closely linked to Islam?

My initial approach to the subject occurred when I moved to Belo Horizonte to pursue my doctorate at the Federal University of Minas Gerais (UFMG). I always found religion interesting. Then, when I returned from vacation to João Pessoa, I attended a meeting of an old research group that I had been part of during my master's degree. There, my old advisor said that one of the promising topics would be Islamic Marketing, and that was when I realized that things were converging so that I would research this topic. However, the specific topic of Halal came to mind when I was participating in Ramadan in 2015 and went out with a group of friends to the Belo Horizonte Mosque to break the fast. That was when I first heard about Halal food. At the time, a colleague asked if the girls minded eating non-Halal food. It sparked a new idea for me to research the subject from the perspective of the Muslim consumer.

The theme of the paper you presented, “Halal from the perspective of the dominant logic of service: a preliminary theoretical reflection,” comes from your doctoral thesis, right? Can you explain to us what it is about in a didactic way?

Yes, the article is one of the results of my doctoral thesis. The theoretical perspective I used was from the LDS or, as it is also known, the Service-Dominant Logic or Service-Dominant Logic. Basically, the LDS sees every product (tangible goods) as a vehicle for a service (intangible). Thus, even when we buy a product (good), we do not buy it just for the product itself, but for the service it will offer us. For example: a painkiller, regardless of the brand or price, what we want is for it to make the pain go away. And then, if we look at the marketing that laboratories and brands do, the motto is how quickly this will happen. Why? Because we buy a product aiming at the service it offers, with the product being a vehicle for a service, as the LDS claims. Certainly, this is one of the many examples we can have of the application of the LDS principles.

What contribution or reflections does your work raise? What was your intention with it?

The intention was to bring a preliminary discussion on the theme of the LDS to the context of the consumption of Halal products. Note, I mention product because it provides a broader scope for the application of the study, considering that products refer to goods and services. Therefore, the study provides this scope, as well as the many possibilities of applying the LDS in the contexts of consumption. Thus, the work presented was intended to provide a “taste” of the theme, while the thesis provides a broader approach as well as the validation of a C-HALAL scale that presents the “Correlation between Islamic religiosity and Halal consumption”.

Your work clearly shows your recognition of the contributions that Halal offers – which go far beyond health and safety. However, we are in a country with an Islamic minority. Do you believe that marketing (the Service-Dominant Logic) can be a way to popularize certified products here in Brazil – and not only in the Muslim community, but with a focus on everyone who seeks more conscious consumption?

Yes. When we present a thesis, we not only develop an original theme, but we also defend our ideas before a panel of five professors with doctorates. Writing a thesis is not an easy process, much less this “rite of passage”. But I think this proves how much I believe this work can be relevant for the entire Islamic community, as well as for society in general. I believe that companies in Brazil need to understand the importance of prioritizing socially vulnerable groups, especially religious groups, who are willing to pay for the permanence and positive maintenance of their faith and spirituality.

One of the considerations of your work says that “Halal certification positively impacts business, although some companies have not yet paid attention to this (growing) market niche. In your opinion, what needs to be done to increase this awareness and, consequently, more companies seek certification?

Companies need to know that this audience exists and that it has enormous purchasing power. Furthermore, they are willing to pay based on their religiosity and devotion. Companies need to see profit in the process; unfortunately, this is the prevailing commercial logic. And how will companies find out? Through initiatives such as CTec Halal and other scientific events that bring together the agents involved in the process, that is, academia and the market.

Finally, how did you hear about CTec Halal and why did you decide to present your work? What is your assessment of the event?

I follow several pages related to Islam. I found out about it through Instagram and the International Halal Academy page. My wife and I were amazed by the organization and excellence. Honestly, I didn't expect anything less than this, given what I know about the Islamic community. I intend to be present at future events once again.

Jefferson, is there anything else you would like to share with us?

The work I presented was 10% of what I researched during my doctorate. I believe that the Halal theme still has a lot to be explored, including other applications such as the one brought up at the event on Halal Tourism - which I have been focusing on for a future post-doctorate - taking into account, above all, my area of activity today.