RECONCEPTUALISING THE BRUNEI HALAL LOGO IN FOOD ESTABLISHMENTS

A GOVERNMENT ENFORCEMENT AGENCY PERSPECTIVE USING THE THEORY OF PLANNED BEHAVIOUR

Abstract

This study investigates the role and function of the Brunei Halal Logo in food establishments in Brunei Darussalam, focusing on the perspectives of enforcement officers from the Halal Food Control Division, Ministry of Religious Affairs. Although halal certification is mandated under the Halal Certificate and Halal Label Order, 2005, the display of the Brunei Halal Logo remains optional, leading to concerns about its effectiveness as a visual assurance of halal compliance for consumers. The main objective of this research is to examine how enforcement officers perceive the logo’s function, and to understand the behavioural factors influencing its regulatory use and potential future policy. Grounded in Ajzen’s Theory of Planned Behaviour (TPB), the study adopts a qualitative methodology comprising focus group interviews with officers and thematic analysis of the data. The Theory of Planned Behaviour (TPB) framework, comprising attitude, norms, perceived behavioural control, and intention, was used to interpret how institutional behaviours influence the status and implementation of the logo. Findings reveal four key functions of the Brunei Halal Logo: (1) enforcing compliance with the Halal Certificate and Halal Label Order 2005; (2) providing assurance of halal integrity; (3) serving as a visible marker for halal-certified establishments; and (4) acting as a supplementary tool to the official halal certificate. The study identifies a regulatory gap, with enforcement officers recognising the logo’s potential to improve public trust and visibility. The study concludes that while the halal certificate remains the legal requirement, the Brunei Halal Logo has significant communicative and symbolic value. It recommends that policymakers consider mandating its display to enhance clarity in halal governance. This research contributes to the academic literature by applying TPB to a religious regulatory context, offering insights into the behavioural dimensions of halal enforcement in Brunei Darussalam.