Gender in halal markets: a systematic literature review

Purpose Gender can be a critical component in shaping and influencing consumer markets, including those in halal sectors. Despite its importance, the understanding of gender in halal markets remains fragmented and lacks a holistic perspective. The purpose of this research is to systematically review research on the role of gender in halal markets to map out what we know, how we know and where research should go in this field. Design/methodology/approach A systematic literature review using the Scientific Procedures and Rationales for Systematic Literature Reviews protocol and the Theories, Contexts, Characteristics and Methods framework was conducted on 75 relevant English journal articles from the Scopus and Web of Science databases. Findings Since the first studies analyzing the effects of gender in halal markets were published almost two decades ago in 2007, increasing attention has been given to this field across multiple journal disciplines and halal industries. Most studies have focused on gender as a statistical analysis variable, while fewer have given in-depth perspectives around women and gender issues or provided thorough theoretical underpinnings to their discussions. Studies are concentrated on key Islamic economy ecosystems, such as Malaysia, with a greater focus on the Islamic finance sector and business-to-consumer markets. Practical implications The insights guide policymakers and business leaders to better manage customer relations among different gender stakeholders and create more inclusive consumer halal markets. Originality/value To the best of the authors’ knowledge, this study is among the first to provide a state-of-the-art review of the literature on the role of gender in halal markets, thereby advancing the fields of gender, consumer behavior and Islamic marketing. The authors provide ten propositions to further advance the understanding of gender in halal markets.