Amidst growing Muslim awareness of the importance of comprehensive halal information, beyond just labels or halal certification, the need has arisen for a system capable of transparently tracking halal status information throughout the product supply chain. The Halal Food Traceability System (HFTS) seeks to address this concern. However, how is the public’s acceptance of this digital technology-based application?
Imagine standing in front of a chicken shelf in a supermarket. The packaging says “Halal,” but are the slaughtering, packaging, and distribution processes truly in accordance with Islamic law? Questions like these are increasingly common among Muslim consumers, especially amidst the rise in cases of irregularities such as mixing halal meat with haram ingredients or using “tired” chicken. In today’s information age, Muslims are no longer satisfied with halal labels or certifications, primarily based solely on unilateral claims from businesses. They are demanding transparency.
This led to the emergence of the Halal Food Traceability System (HFTS) concept. This system enables consumers to trace the entire chain of a product’s production process, from upstream to downstream. Through digital technology, this system provides detailed information from the source of raw materials, through slaughtering, processing, packaging, storage, and distribution. For Muslim consumers, this system can be a solution to concerns about the veracity of a product’s halal information, as it is not only valid on paper but also traceable and guaranteed throughout the entire process.
However, how will Indonesian society accept this system if implemented? In particular, how will the younger generation of Muslims, who already have high digital literacy, respond to HFTS? And who can be trusted to provide accurate and accountable halal information? Recent research conducted by a team of researchers at Diponegoro University, in collaboration with the Halal Inspection Institute (LPH) LPPOM, aims to address these critical questions through a scientific approach and in-depth analysis.
Why is a Halal Traceability System Needed?
Amidst the complexity of today’s food supply chain, Muslims face a major challenge: how can we ensure the food we consume is guaranteed halal from upstream to downstream? Cases such as mixing halal meat with pork, using dead chicken, and misusing halal labels have served as a wake-up call for consumers that halal certification cannot simply be guaranteed by a stamp on packaging.
Cases involving misuse of halal product information or concealment of non-halal details are among the factors that led to the emergence of the Halal Food Traceability System (HFTS). As mentioned previously, this system allows consumers to digitally trace information throughout the supply chain, from the origin of the ingredients to the product’s arrival. This system will enable consumers to determine whether a product complies with halal regulations and protocols.
However, despite Indonesia being the country with the largest Muslim population in the world, such a system has not yet been prioritised. Therefore, the concept remains unknown to the public, let alone its importance.
However, such a system could address the need for product information that is not only halal but also safe, clean, and transparent. This is where the importance of conducting research lies in determining whether this system is essential at this time and, simultaneously, understanding the factors that drive (or inhibit) society’s acceptance of a system like HFTS.
What Did This Research Find?
The research, conducted by Aries Susanty and a team from Diponegoro University in collaboration with experts from LPPOM MUI, investigated the extent to which Indonesians are willing to use the halal traceability system. They used two scientific approaches: the Unified Theory of Acceptance and Use of Technology (UTAUT) and the DeLone & McLean IS Success Model. In other words, they assessed not only the technology but also user perception and trust.
This research involved 255 respondents aged 17–42, representing Generation Z and millennials—the most active digital consumer groups and the primary target for the future halal industry. The results showed that their intention to use the HFTS system was very high. Four main factors were driving their adoption:
• Performance Expectancy: They believe the system is sound and will help them obtain halal product information efficiently.
• Effort Expectancy: The system is perceived as easy to use and not confusing.
• Social Influence: Support from family, friends, and religious leaders drives their interest in using this system.
• Trust: This is the key. Trust in the information and the institution providing the system is the determining factor.
Interestingly, trust proved to be the most influential element. Without confidence in the system, users will not be interested, regardless of how good the technology is. Therefore, system providers must focus on building credibility, not just convenience.
Furthermore, a halal traceability system not only addresses the spiritual needs of Muslims but also supports the global sustainability movement. With this system, the supply chain becomes more efficient, waste is reduced, and transparency helps mitigate the potential for fraud. Halal, in this context, is a path to responsible, clean, and sustainable consumption.
The halal traceability system is the future of the halal industry. It addresses the challenges of the times, combining Islamic values with sophisticated technology. However, its success depends on one thing: trust. It is time for Muslim consumers to become more than passive recipients of information; they should be active decision-makers with data, confidence, and technology at their fingertips. Because halal is not just about labels, but also about processes, and we can now track this process digitally, transparently, and reliably. (***)
References:
Aries Susanty, Nia Budi Puspitasari, Ferry, Fauzan Akbar Akhsan, Sumunar Jati. 2025. Consumer acceptance of halal food traceability systems: a novel integrated approach using modified UTAUT and DeLone & McLean models to promote sustainable food supply chain practices. ELSEVIER. Cleaner Logistics and Supply Chain 15 (2025) 100226.
