CHALLENGES IN HALAL CERTIFICATION AMONG TRADITIONAL FOOD VENDORS IN MELAKA: A CONCEPTUAL PERSPECTIVE

Abstract

Halal certification plays a crucial role in Malaysia’s food ecosystem, enhancing consumer trust and ensuring regulatory compliance. While large and formal food enterprises benefit from institutional support and streamlined certification processes, traditional food vendors—particularly those in heritage destinations such as Melaka—continue to face unique challenges. This conceptual paper examines the institutional, socioeconomic, and cultural barriers affecting halal certification among traditional vendors. Drawing on regulatory compliance theory, institutional support theory, and heritage authenticity frameworks, the paper proposes a conceptual model linking vendor attributes, authenticity concerns, and perceived certification burden to certification behaviour. The contribution of the study lies in addressing an overlooked intersection between halal governance and heritage gastronomy, while offering policy insights to support traditional vendors within Malaysia’s growing halal tourism landscape.