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During the past two decades, a tremendous increase in the trend of purchasing and consuming halal food has been witnessed both among Muslims and non-Muslims. However, the research on halal food is still inchoate and needs further exploration. Moreover, there is a dearth of research addressing the impact of intrinsic motivation on halal food purchase intention. This study aims to explore intrinsically motivated halal food purchase behaviour, by means of “self-determination theory,” which is based on innate psychological needs of autonomy, competence and relatedness.

A total of 308 responses were yielded from online questionnaires. Partial least squares-structural equation modeling (PLS-SEM) was then used to analyze the gathered data.

The results reveal that relatedness is the strongest driver of halal food purchase intention, followed by competence, while autonomy is found to be the weakest predictor of halal food purchase intention. The findings give marketers a new line to develop intrinsically motivated strategies with a special focus on close relationships.

To the best of the authors’ knowledge, this research is considered the first to explore the impact of “autonomy,” “competence” and “relatedness” on halal food purchase intention.

The aim of this paper is to examine contextual emotional labor, which is a long‐term emotional experience in response to conflicting demands of societal and organizational contexts.

Drawing on qualitative interviews with Muslim female employees in two textile firms in Lahore, Pakistan, the paper explores the nature and extent of contextual emotional labor associated with these women's decision to step into “the male domain”.

The study identifies contextual emotional labor as an integral part of Muslim female employees' work in the formal employment sector resulting from an ongoing tension between the display rules of the workplace and Islamic female modesty.

Scholars may wish to investigate the nature and form of contextual emotional labor in diverse geographic, cultural and religious contexts in order to refine the findings and theoretical implications of this study.

Organizations may consider placing Muslim women in those roles in which there is lesser likelihood of conflict between their organizational and societal display rules, while not compromising their career. On a societal level, policy makers and religious scholars may consider findings ways to promote an enlightened interpretation of religious principles and their gender egalitarian practices to alleviate the contextual emotional labor experiences by female employees and other relevant groups.

The paper offers original empirical research on an under‐explored topic and geographical area.