EFFFECT of ISLAMIC CULTURE and RELIGION on CONSUMPTION of HALAL FOOD AMONG YOUNGER GENERATION of PAKISTAN Sharmeen Jawaid Student Bahria University, Karachi

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EFFFECT OF ISLAMIC CULTURE AND RELIGION ON CONSUMPTION OF HALAL FOOD AMONG YOUNGER GENERATION OF PAKISTAN Sharmeen Jawaid Student Bahria University, Karachi

Wajiha Farooq Student Bahria University, Karachi

Rafia Alkasiri Student Bahria University, Karachi

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ABSTRACT Food plays a very significant role in every culture and religion. For Muslims the concept of halal and haram is defined with a very fine line, it also plays an important part in defining the food culture of Muslim countries. The research focuses on the halal and haram eating patterns among the Pakistani Muslim youth and how the food consuming patterns evolved and the factors related to food preservation in Pakistani Society. Quantitative research was conducted and the data was analyzed using numerical comparisons and statistical inference. Forty (40) people of age from eighteen to Thirty (18 to 30) years were approached through an online portal where they filled the survey form that was designed by the researchers. The research finding shows that (1) there is a positive correlation between Islamic religious background and the importance of halal food consumption among the people (2) the Islamic Law and culture induces a social pressure on the buying decisions of the people in the society. The overall results show that the younger generation of Pakistan still strictly follows their Islamic religion and cultural values and their parents have successfully preserved this culture among them. The research contributes to the research literature and to understand the changes that have been caused in Pakistani society in regards to food consumption and the concept of halal and haram.

Keywords: Food consumption, halal food, haram food, anthropology, culture, religion, generations, Muslims, Islamic Society

1. INTRODUCTION

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1.1 Background of the Research

Humans around the world have different preferences when it comes to food consumption. Consumers belonging to different ethnicities and religious groups favor different food types such as Kosher, vegetarian or halal food. Muslims all around the globe consume Halal food as part of their Islamic dietary teachings. These are the foods allowed or sanctioned within the Islamic faith (Milne, 2006). Bonne and Verbeke (2008) explained the importance of halal food to Muslim consumers indicating that eating behavior is an integral part of human behavior and characteristics related to a way of life. In Islam, for Muslims, food consumption plays a very important role in the completion of a pillar of faith such as fasting, pilgrimage, and almsgiving. The concept of Halal and Haram food within the Islamic faith comes from the teachings of the Qur’an, Hadith of Prophet MOHAMMAD (P.B.U.H), and Sunnah. These three altogether provide complete knowledge and direction about what kind of foods are prohibited (HARAM) in Islam and the ones that are fully allowed to be consumed by Muslims. As provided by Prophet in his hadith:

The lawful (Halal) is clear and the unlawful (Haram) is clear and between those are the matters that are doubtful (not clear); many of the people do not know whether it is lawful or unlawful. So whoever leaves it to protect his religion and his honor, then he will be safe.

This concept of Halal and Haram is rooted in Muslims and has been carried out to the present age as a preserved cultural factor. Even though the Muslims of the sub-continent had very huge cultural variations with Hindus but they still tried their best to preserve this Halal concept of food as an integral part of both their religion and culture. Back in 1857 when the British East India Company took over the sub-continent, they tried their best to discriminate against Muslims and to bring them down. Most of the sepoys back then were Hindus and Muslims as they were never appointed as higher officers. British officers then introduced a new type of Enfield rifle. The gunpowder used for that rifle required opening the greased cartridge with one’s teeth. To grease that cartridge, British officers, on purpose used pig fat and cow fat as they both were considered sacred to Muslims and Hindus respectively. In a scenario, where the British were ruling over Muslims and were the dominant authority of society, the Muslims did not let their pride down and went against

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them in every way possible. Even in a forced situation they did not act against their concepts of Halal and Haram which were both culturally and religiously preserved by their ancestors and passed down to them. This along with other economic and social factors caused a huge Indian rebellion in 1857.

Presently, about 96.28% of Pakistan’s population that makes about 12.74 billion is Muslim that majorly consumes Halal food as a part of their religious faith, but as time is passing by and the liberal mindset is evolving within the younger generation of Pakistani Muslim society, the factors that affect Muslim’s food choices and preferences are changing. On one hand, there is a significant amount of Muslims in Pakistan that still do not consider or tend to consume haram food irrespective of the scenario or situation gave whereas on the other hand there is also an amount of Muslims that are ready to eat haram food under certain scenarios and circumstances or they wish to consume some of the prohibited products if not seen by anyone.

1.2 Introduction:

This research lies in the cultural domain of anthropology i.e., cultural anthropology as it deals with the food culture within the boundaries of Pakistan. It tends to identify Halal and Haram food eating patterns among the Pakistani Muslim youth. Furthermore, it also put light on how the food consumption patterns evolve within the society of Pakistan and what factors related to food are being preserved in the culture.

Food-consuming behaviors among the Muslims in Pakistan are greatly influenced and affected by religion because religion is a dominant and major part of Pakistan’s ideology that almost affects every decision we make. Halal food consuming pattern specifically confirms that any preparation of raw material, such as the slaughter practices for meat consumption, follows Islamic teachings. The Islamic faith defines these characteristics and represents a standard way of life for Muslims to encompass Islamic values and humanity. In the global market setting, as the Muslim population in the world grows, people are becoming aware of their power as consumers. With contributors such as better literacy levels, professionalism, a proliferation of the mainstream media and social media, and the development of an Islamic economy, the halal food industry is growing to meet the new demands its consumers are placing (Henare

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&Shepherd, 2012).

Not only this, a lot of other factors such as social pressure, peer conformity, and the fact of being seen and judged also affect the food choices we make as Muslims. Moreover, another factor that is being discussed in the research is the effects of Halal food consumption on an individual’s self-esteem because when you consume Halal food as a Muslim, you’re ultimately obeying the teachings of almighty and the holy book Quran. This research gives a detailed analysis about how the younger generation of Pakistan tackles all these factors while consuming their food and what effects do these consuming patterns and priorities have on their self-esteem. To get the quantitative data a survey was being done on individuals ranging from 18 to 30 years of age and their responses were analyzed. A comparison is being done in this research between the current generation and their parent’s generation about how their forefathers transferred and passed down their cultural heritage, values, and preferences in our current generation and preserved different cultural aspects.

1.3 Problem Statement:

Consuming halal food is part of the Islamic faith and an individual who is committed to the teachings and beliefs of Islam will choose to eat Halal (Salman & Siddique, 2011). However, a declaration of intention to purchase and consume halal does not guarantee one does buy and consume halal. In present life, human approach and rigidity towards religion has been reducing with a slow rate, rather than adopting cultural diffusion people are isolating their cultural aspects by not following and cherishing their cultural norms. As time is passing by, liberal mindset is taking over the younger generation of Pakistan, which is ultimately making some of them question the followed and permanent Islamic belief system which was preserved and followed as a strong cultural and religious factor by their ancestral chain such as consumption of Halal food or going out of their way to consume Halal food. Talking about the majority, even though all these factors are existing in society but most of the youngsters still value their religious norms and are engaged in halal food consumption only.

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1.4 Research Objective

The main purpose and objective of this research are to find out that:

 Over the period, how eating patterns within the Pakistani society evolved.  How the cultural and religious values are still strictly promoted among the youth of Pakistan.  What are the differences that can be seen among the eating patterns of Pakistani youth and their parents?  What are the factors that influenced and are responsible for these changes?  To study and know the preferences of halal food consumption among Pakistani youth and why do they prefer either Halal or Haram.

1.5 Importance of the Research

This research yields a significant analysis about what probability and amount of youth in Pakistan is more likely to consume what kind of food based on their cultural and religious factor. The research is prompted by the identification of a lack of research connecting consumer perceptions or attitudes towards halal foods and making it a complete tool for a cultural anthropology study. This research will therefore contribute to the on-going discourse about how important it is to understand the Muslim dietary laws. Another major scope of this research is that it facilitates cultural diffusion. This research provides in-depth information about Pakistan’s eating preferences and habits. It also spread awareness about the Islamic Halal and Haram concepts related to food consumption. All these factors make this research a very significant tool for both cultural and religious diffusion as it’s playing its role in spreading Pakistan’s cultural and religious practices and beliefs related to food. This spread can be among members of the same culture or to complete different cultures around the world as well. This research probes in-depth information about either culture or religion being dominant. It also analyzes the psychological factors such as self-esteem and that how halal food preferences influence or affect an individual’s self- esteem.

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1.6 Scope of the Research:

The main focus of this research was the evolution of food through times according to Islam and the concept of Halal and Haram in today’s generation. This research will cover many important aspects of the Islamic culture of Pakistan as a study in anthropology that how food plays a major role in its culture and religion, it also focuses on the ways the evolution took place in terms of food throughout the eras. By using a survey form we conducted this research which helped us provide a vast amount of information from different age-groups and this helped get a more majority and generalized data. The researchers made sure to target the younger generation to study how the cultural and religious values are transferred to them and it is still a major part of their culture. The research will also cover the details that how the food has evolved in this Islamic country and whether any changes have occurred in its culture or not. Although we have covered a small population right now it can be done on a larger scale to benefit the society to become more aware of their cultural and religious values regarding consumption of food and how they can preserve these values and pass them on to next generations as well.

1.7 Hypothesis:

1) The link between Islamic culture and Consumption of halal foods:

Pakistan is one of the biggest Islamic countries in the world in which 95 % of people are followers of Islam. Islamic religion follows various aspects which all Muslims have to follow such as Islamic culture includes an appropriate style of dressing similarly it highly prohibits haram food and all Muslims are guided to eat halal food. The first hypothesis is related to study the link between how much the current younger generation belonging to an Islamic culture consumes halal food and how strictly they follow their cultural and religious values.

H1: There is a positive and significant effect of Islamic culture on the consumption of halal food in a younger generation of Pakistan.

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2) The link between social pressure and purchasing decision of halal foods:

Whenever people purchase food products, there are always a few factors that might influence their decisions. Similarly in Pakistan, there are strict rules and regulations followed in selling and buying halal foods which is why it creates a lot of social pressure too among these people. So the second hypothesis studies the relation between social pressure and purchasing decision of halal foods.

H2: There is a significant impact of social pressure on purchasing decision of halal foods.

2: LITERATURE REVIEW

Contemporary Usage: There are many contemporary usages of the research that we have conducted, as food is a basic need regardless of culture and religion. The ways it is used and consumed are different according to cultures and religion. Food sustains life; it is an important part of religious symbols, rites, and customs. Food habits related to religion are among the most changeable of culturally based food habits.

Research has traced the symbolic importance of food, as well as how they are interconnected. An example of these themes is food as a form of differentiation and food's role in industrialization and globalizing labor and commodity chains.

The research that we have conducted will help highlight the modern and present importance of culture and religious aspects in terms of food. We are also catering to the evolution of food from the start and the way it has evolved to date in an Islamic country. Food has played a role in bringing people together and people who share the same type of food often get along, the research also helps us understand the importance of food in this aspect that how Muslims are connected through these values of their culture and religion.

Besides the objective of the research that is stated above, this research has other contemporary uses which can help in different other studies and researches.

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 This research also provides an idea of how food plays such a major role in different cultures and religions.  This research gives the basis of the importance of culture and religion in an individual’s life, which can help in further researching how religion and culture affect the lives of individuals.  How evolution occurred and what caused those changes is also one of the contemporary use of this research.  This research gives the idea about the researches in anthropology.  It provides the concept of halal and Haram and their importance in individual’s lives.  Difference between today’s generation and generations before.

Literature Review:

Abdullah, R., & Razak, L. A. (2019) conducted research to study the effect of halal foods awareness on purchase decision with religiosity as a moderating variable. Halal foods are a serious and sensitive matter for every Muslim. In Brunei, as the Muslim population is increasing so does the markets of halal food products are increasing. This study aims to examine the moderating effect of religiosity on the relationship between awareness and purchase decisions of halal foods. One hundred twenty-one students studying in higher educational institutions participated in this study. Through this study it was concluded that among the sample, the level of awareness toward halal foods is high, the effect of awareness on the purchase decision is positive and significant, religiosity acts as a moderating variable on the relationship between awareness and purchase decision. This study not only contributes to the research literature but also helps the government, food manufacturers, and marketers to develop strategies related to halal foods.

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3: RESEARCH DESIGN AND METHOD

3.1 Nature of Research: The current study is based on a descriptive study which is the category of quantitative research and the research data was reported through statistical analysis and analyzed through numerical comparisons and statistical inferences.

3.2 Population of the Research:

The total population was 40 people, belonging to different socio-economic backgrounds from upper to lower class. The target population age limit was 18 to 30 years as the researchers wanted to target the younger population of the country and it included both males and females.

3.3 Sampling Technique:

The participants were selected through convenience sampling technique as all participants were those that could be easily approached through online portals within a specific age range.

3.4 Sample size:

The researcher focused on a sample size of all 40 people among which 22 were males and 18 were females.

3.5 Data collection technique:

The participants’ data were collected through a questionnaire that was based on a semi- structured pattern. The participants were approached through an online survey. The survey form was circulated through social media platforms. The researchers made sure that the confidentiality regarding the information of the participants remains maintained.

3.6 Data Analysis:

This research pursues to evaluate the demographics elements and variables to estimate the information about data which has been a questionnaire survey and analysis was done through IBM SPSS software.

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4: RESULTS Table 1 below provides demographic data collected from the respondents which encompass age, gender, socio-economic group, and religious background.

Table: 1 Demographic profile of respondents: Characteristics Frequency Percent Valid percent Cumulative Percent Age 18-30 40 100.00 100.0 100.0

Gender Male 22 55.0 55.0 100.0 Female 18 45.0 45.0 45.0 Total 40 100.0 100.0 Income Group Lower middle class 4 10.0 10.0 10.0 Middle class 25 62.5 62.5 72.5 Upper middle class 11 27.5 27.5 100.0 Total 40 100.0 100.0

Religion Islam 39 97.5 97.5 97.5 Others 1 2.5 2.5 100.0 Total 40 100.0 100.0

Table # 1 According to data analyzed through descriptive analysis of the questionnaire, as shown in Table # 1, displays that 100 % of the population of respondents belongs to the age group between 18 till 30, it was mostly filled by males having a percentage 55% and females’ percentage was 45%. The population belonged to all socioeconomic backgrounds i.e. upper middle class, middle class, and lower class. The majority of the population was from the middle class with a percentage of 62.5% then people from the upper-middle class were 27.5 % while respondents from the lower middle class having a percentage of 8%. This questionnaire was mainly designed for the population belonging to the Muslim community, 97.5% of respondents follow Islam and only 2.5% belonged to other religions.

4.1 Testing of Hypothesis 1 (H1): The hypothesis of the present study states that,

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H1: There is a positive and significant effect of Islamic culture on consumption of halal food in a younger generation of Pakistan.

The proof of the tested hypothesis is shown in Table # 2 below:

Correlations

Is it Important for you that What is your the food you consume religion should be halal certified What is your religion Pearson Correlation 1 .698** Sig. (2-tailed) .000 N 40 40 Is it Important for you that Pearson Correlation .698** 1 the food you consume Sig. (2-tailed) .000 should be halal certified N 40 40 **. Correlation is significant at the 0.01 level (2-tailed). Table # 2

The table shows the proof that there is a positive correlation between the Islamic religious background and the importance of halal food consumption among the people. It was calculated and analyzed through Pearson’s correlation and it displays that the coefficient of correlation lies between +1 and -1 which means that it is positively correlated and the relationship is also statistically significant. Therefore, the first hypothesis is proved that people who follow Islam also strictly consume halal food. And it is still a very prominent part of Islamic culture being followed in this generation too.

4.2 Testing of Hypothesis 2 (H2):

The hypothesis of the present study states that,

H2: There is a significant impact of social pressure on purchasing decision of halal foods.”

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The proof of tested hypothesis is shown in the table # 3 below:

Does social pressure effects the decision towards purchasing halal food

Cumulative Frequency Percent Valid Percent Percent Valid Yes 33 82.5 82.5 82.5 No 7 17.5 17.5 100.0

Total 40 100.0 100.0 Table # 3

The above table shows that there is 82.5 % of the population has responded yes when asked about the social pressure while purchasing halal food and only 17.5 % responded no, which proves that there is a significant impact of social pressure in a society where Islamic laws and culture is followed that even purchasing decision is influenced by it. This data was analyzed through descriptive statistics to check the frequency of responses of participants.

4.3 Discussion: The present research aims to study the effect of Islamic culture and religion on preferences of consuming halal food in a younger generation of Pakistan and to compare the present generation’s perspective regarding the consumption of halal food and its importance in today’s society as compared to the people from old generations. This research has shown that how the cultural and religious values are transferred to the next generations and what aspects remain as an important part of culture no matter what obstacles people face, they eventually secure and preserve many cultural and religious heritages in their country.

There are two hypotheses proposed in this research:

H1 is that “There is a positive and significant effect of Islamic culture on the consumption of halal food in a younger generation of Pakistan.” While H2 is that “There is a significant impact of social pressure on purchasing decision of halal foods.” Both the hypothesis have been proved in the current research and it significantly shows that even today’s younger generation of Pakistan strongly follows their Islamic rules and culture in their daily life.

Relating the current research with anthropology there is a very important concept which is reflected in our research too. This aspect is a very important part of anthropology because it

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is related to cultural and religious study of a particular society and understanding the term “culture” in anthropology does not usually mean that literature, arts, music are a part of a high culture instead it is considered as the total of a given people's beliefs, customs, knowledge, and technology of a particular society. These are such parts that can only be adopted through learning from the environment by living in it. These are not inherited through genetics as Franz Boas, the father of American Anthropology also discussed the concept of “cultural determinism” that he didn’t see culture as a product of biology and said that the environment is responsible to make up the culture, so if we look at our results analyzed through the research the environment that the younger generation has lived their lives is same as of their parents, this is the reason that why the culture remained preserved and passed on to next generations. If this generation was born in another environment for example abroad or somewhere else where these values related to consuming halal food are not strictly followed then the situation would have been different. The environment that the parents have created for them is the reason why they also follow the same values otherwise if this generation had spent their life somewhere else these results would not have been the same.

A few other responses also support our final results and hypothesis finding, according to the questionnaire analysis shown in (table # 4, 5, and 6) 67.5 % of the population said no when asked “If not seen by anyone, will you drink wine just once?” While only 10% said yes. And then 85 % of the population said no when asked “If you're put in a situation where you are forced to eat pork, will you eat it?” and only 5 % said yes among which one respondent belonged to a different religious background. We also analyzed their point of view regarding halal food as a healthy and safe food on which 92.5 % of the population responded yes and 7.5 % said no.

If not seen by anyone, will you drink wine just once?

Frequency Percent Valid Percent Cumulative Percent Valid Yes 4 10.0 10.0 10.0 No 27 67.5 67.5 77.5 Maybe 9 22.5 22.5 100.0 Total 40 100.0 100.0 Table # 4

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If you're put in a situation where you are forced to eat pork, will you eat it?

Frequency Percent Valid Percent Cumulative Percent Valid Yes 2 5.0 5.0 5.0 No 34 85.0 85.0 90.0 Maybe 4 10.0 10.0 100.0 Total 40 100.0 100.0 Table # 5 Does consumption of halal food translate to eating healthy and safe food?

Frequency Percent Valid Percent Cumulative Percent Valid Yes 37 92.5 92.5 92.5

No 3 7.5 7.5 100.0 Total 40 100.0 100.0

Table # 6

5: Conclusion

5.1 Conclusion: The current research aims to study the effect of Islamic culture and religion on preferences of consuming halal food in a younger generation of Pakistan under the light of researches conducted in the field of cultural anthropology. This research has shown the old history of consumption of food in this Islamic country that how old generations used to follow their cultural and religious values on the consumption of halal food and then this history has been compared with the younger generation of Pakistan to study whether these values and practices are still a part of Pakistani culture or not. The research is based on quantitative study and data was collected through questionnaire survey from a total of 40 respondents of population of age group 18 till 30 years. Both the hypothesis have been proved in the current research and it significantly shows that even today’s younger generation of Pakistan strongly follow their Islamic rules and culture in their daily life and strictly disapprove haram food in their culture.

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This research has helped the researchers to compare the generations and study how the culture changes from one generation to another and also tells that how people can preserve and transfer their cultural values to next generations. The overall results have shown that even though many years have been passed but Pakistani generation is still following the same values and practices in their daily lives and this can also be a source to predict that there are many chances that future generations will also be successful in promoting the practice of halal food consumption in their country.

5.2 Recommendation:

There are a few recommendations for further researches to be conducted, such as:  To get more significant results the researchers should increase the sample size.  There should be equal representation from both genders to obtain more accurate results.  Different reasons related to the changes in overall culture and evolution of food should also be studied apart from Islamic values such as how different techniques to prepare food have been evolved throughout the years and what new features are added.  More areas of research can also be covered which can compare two generations of a particular society.  The survey questionnaire sample can also be made more structured and detailed and a larger population from different cities should be selected as research participants to get a more generalized result.

5.3 Limitations

Although our study that was to check the effect of Islamic culture and religion on preferences of consuming halal food in a younger generation of Pakistan got a clear result there was some limitation also:

 The size of the sample is small and the majority of the participants were male so this study could have been more generalized it would have been done on a large group of subjects and both male and female of equal ratio.

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 In addition to that, the lack of time was also the limitation of the study as researchers did not have more time for detailed research.  Another limitation was that only one age group could be approached as a population, more age groups would have been more helpful in generating a more generalized result.  Another limitation was that this research was done on the citizens of Karachi if it would have been done on people of other cities the results would have been more detailed, specific, and generalized.

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APPENDICES

Survey form:

Demographic Information: 1. Age limit * 18 - 30 2. What is your religion * Islam Others 3. What is your gender Male Female Other 4. What is your parent's religion * Islam Others 5. What income group do you belong to * Upper class Middle class Lower middle class

6. Is it Important for you that the food you consume should be halal certified * Yes No

7. If not seen by anyone, will you drink wine just once * Yes May be No

8. If you're put in a situation where you are forced to eat pork, will you eat it * Yes May be No

9. Does social pressure effects the decision towards purchasing halal food * Yes No

10. Does consumption of halal food translate to eating healthy and safe food * Yes No

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11. How do halal food products effect you self esteem and self image * Increase self-esteem and self-image Decrease self-esteem and self-image No effect

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