Halal at the Margins in Muslim Minority Market Adaptation and Religious Negotiation

Abstract

This study examines the adaptation strategies and religious negotiations carried out by Muslim traders in the context of the revitalization of the Manado Bersehati Market, a modern market in an area with a minority Muslim population. A qualitative phenomenological approach collected data through in-depth interviews, participatory observations, and documentation. The results of the study show that market revitalization focused on improving infrastructure and digitalization, such as the manless parking system and the integration of the Parkways application, has not accommodated sharia-based needs, such as halal zoning, worship spaces, or product distribution systems according to halal principles. Muslim traders responded to this condition by forming adaptive marketing strategies, combining traditional faith-based approaches with social media, and maintaining religious practices informally. Halal negotiation is carried out through supplier screening, self-labeling, and setting worship times in the trade schedule. The study also compared similar experiences in Muslim minority regions such as South Thailand and South Africa, showing value-based community resilience patterns. These findings highlight the importance of inclusive and responsive market governance to religious diversity and make a theoretical contribution to broadening the halal economic discourse from the perspective of minority actors.