“…To this end, there are some religious certifications which drive religious consumers' choices to the most consistent ones with religion precepts (Bux et al, 2022;White and Samuel, 2016). Muslims' choices, in fact, are moved between halal (permitted) and haram (prohibited) (Ismoyowati, 2015) and, moreover, the same Halal market is growing more and more (Chi Ng et al, 2021) and international food companies-such as Nestl e-consider it seriously (Rarick et al, 2011): certifications are, indeed, fundamental for Muslims to recognize the food they may consume (Van der Spiegel et al, 2012) but the demand has also involved non-Muslim consumers (Mumuni et al, 2018;Fathi et al, 2016), who consider it safe and healthy (Aziz and Chok, 2013;Ayyub, 2015). By the way, Wilkins et al (2019) studied the judgements of Halal products in non-Muslim countries (specifically: Canada, Spain and the United Kingdom) and non-Muslim consumers, revealing that non-Muslims with a strong religious identity tend to judge positively Halal food, even though it is studied for a different faith.…”