In recent years, halal products have emerged as a growing segment in the global market, drawing increasing attention in non-Muslim countries. Canada, with its cultural diversity and a growing Muslim population, is recognized as a potential market for these products. However, effective marketing of halal products to non-Muslim consumers remains theoretically and practically challenging. The aim of this study was to develop a comprehensive model for marketing halal food products in Canada, with a specific focus on non-Muslim consumers. The research employs a qualitative methodology based on grounded theory (Strauss & Corbin, 1998). Data were collected through semi-structured interviews with 11 managers of major retail chains in Canada. Participants were selected using purposive sampling and interviews continued until theoretical saturation was reached. In the process of data analysis, 113 open codes were extracted and, during the axial coding stage, were consolidated into 20 axial categories. Findings are presented in the form of a paradigm model encompassing causal conditions, contextual conditions, intervening conditions, central phenomenon, strategies, and consequences. The results indicated that factors such as brand trust, product quality and taste, consumer awareness, the role of halal certifications, and accessibility in mainstream stores are key elements influencing non-Muslim purchase intentions. The proposed model provides both a theoretical and practical framework to guide companies operating in the halal food industry. By employing effective marketing strategies, these businesses can increase their market share and enhance the trust and satisfaction of non-Muslim consumers in Canada.
Rahnama, A. , hosseini, A. , Alizadeh Sani, M. and shirkhodaei, M. (2026). Presenting a Comprehensive Marketing Model for Halal Food Products for Non-Muslim Consumers in Canada. New Marketing Research Journal, (), -. doi: 10.22108/nmrj.2026.148194.3302
MLA
Rahnama, A. , , hosseini, A. , , Alizadeh Sani, M. , and shirkhodaei, M. . "Presenting a Comprehensive Marketing Model for Halal Food Products for Non-Muslim Consumers in Canada", New Marketing Research Journal, , , 2026, -. doi: 10.22108/nmrj.2026.148194.3302
HARVARD
Rahnama, A., hosseini, A., Alizadeh Sani, M., shirkhodaei, M. (2026). 'Presenting a Comprehensive Marketing Model for Halal Food Products for Non-Muslim Consumers in Canada', New Marketing Research Journal, (), pp. -. doi: 10.22108/nmrj.2026.148194.3302
CHICAGO
A. Rahnama , A. hosseini , M. Alizadeh Sani and M. shirkhodaei, "Presenting a Comprehensive Marketing Model for Halal Food Products for Non-Muslim Consumers in Canada," New Marketing Research Journal, (2026): -, doi: 10.22108/nmrj.2026.148194.3302
VANCOUVER
Rahnama, A., hosseini, A., Alizadeh Sani, M., shirkhodaei, M. Presenting a Comprehensive Marketing Model for Halal Food Products for Non-Muslim Consumers in Canada. New Marketing Research Journal, 2026; (): -. doi: 10.22108/nmrj.2026.148194.3302
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