Ibrahim, KhaledBurnett, MeganSarfo, Christian2026-06-152026-06-152026-06-16Journal of Islamic Marketing, ISSN: 1759-0833 (Print); 1759-0841 (Online), Emerald, 1-29. doi: 10.1108/jima-06-2025-03811759-08331759-0841http://hdl.handle.net/10292/21409Purpose: This study aims to investigate how religious obligation, Halal purchase decision and spousal decision-making jointly shape Halal food consumption within interfaith marriages, specifically focusing on non-Muslim wives married to Muslim men in the United Kingdom. Design/methodology/approach: A survey of 103 non-Muslim wives in interfaith households was conducted. Partial least squares structural equation modelling (PLS-SEM) was used to assess direct and indirect relationships among religiosity, spousal decision-making, Halal purchase decision and gendered consumption. Necessary condition analysis (NCA) was also used to identify non-compensatory conditions for gendered consumption. Findings: The results indicate that religiosity and spousal decision-making significantly influence both Halal purchasing and gendered Halal consumption. Halal purchase decisions partially mediate the effect of religiosity and spousal influence on consumption outcomes, revealing that religious obligation is enacted through relational processes within the household. Furthermore, NCA confirms that both religiosity and spousal decision-making are non-compensatory preconditions for high levels of gendered Halal consumption, reinforcing their essential role in shaping domestic religious practices. Practical implications: Marketers should recognise that non-Muslim partners are active agents in religious consumption and tailor Halal messaging accordingly, highlighting the theme of shared domestic practice. Originality/value: To the best of the authors’ knowledge, this study is among the first to examine Halal food practices as relational and gendered outcomes of religious commitment in interfaith households. It contributes to further understanding the theory of family buying decisions by integrating value asymmetry and moral salience into domestic consumption models.© 2026 Khaled Ibrahim, Megan Burnett and Christian Sarfo. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at https://creativecommons.org/licenses/by/4.0/https://creativecommons.org/licences/by/4.0/1505 Marketing3506 MarketingGendered consumptionHalal purchase decisionsSpousal decision-makingReligiosityNon-Muslim wivesInterfaith householdsJournal ArticleOpenAccess10.1108/jima-06-2025-0381