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The main purpose of this paper is to study the changing consumer behavior toward broiler meat and apprise its consequences toward food insecurity.

This is a sequential exploratory mixed-method study in which qualitative data were collected through semi-structured interviews (n = 38) by snowball sampling. The quantitative data were collected through a questionnaire survey (n = 975) by convenience sampling. The qualitative data were analyzed through NVivo 10 software by using thematic analysis, i.e. the qualitative content analysis (QCA). The theory of consumer alienation provides the theoretical underpinning for a quantitative study. The established scales were adopted and adapted. The quantitative data was analyzed through AMOS 24 software by using structural equation modeling (SEM).

It was found that people have many reservations regarding broiler meat. Thus, consumer alienation negatively (ß = −0.10) and the subjective norm positively (ß = 0.82) affects the intention to buy broiler meat.

The ongoing consumer alienation toward broiler will force them to avoid using this cheapest protein and ultimately will lead to food insecurity in developing countries. It is recommended that people must be adequately educated about the real broiler business and its operations to counter their ongoing misperceptions.

It is the original empirical Research Work.

In view of increasing demand of halal foods and to properly address the needs of various types of consumers, the literary inquiries have sprung in this area since start of twenty-first century. However, the number of papers published in reputed journals is still pegged to the lowest ebb. This paper aims to systematically review all qualitative research papers, published in reputed journals, and to give specific directions to future researchers to move on and explore some other required areas.

The Campbell collaboration systematic literature review technique was adopted as methodology to screen out relevant studies. A total of 11 qualitative studies qualified the set criteria which have used various qualitative methodologies like interviews, focus groups, observations and netnography. The qualitative data were analyzed through nVivo software by adopting Spiggle’s steps of data analysis.

In these selected qualitative studies, around 24 main themes were extracted in total, out of which four themes were repeatedly discussed in most of these studies. Likewise, the details of geographical location of authors, type of methodology used, religious affiliation of respondents, type of journals, most prolific journals and citations of each paper were worked out and given in the form of result tables. Based on the importance of this fastest-growing global food market, it has been concluded that the qualitative research inquiries are still in infancy in this area, and more papers need to be published in reputed journals.

As per set criteria, only papers published in quality journals were included in this review; therefore, the main limitation of this review is that it has not included other qualitative papers published elsewhere.

The future researchers can use the results of this study in setting direction of their research in the area of halal food consumption. These results can be used by academicians to know about the extent of research conducted in this area, whereas marketers can make prudent policies based on these explored areas.

It is claimed to be the first systematic literature review on halal food consumption.