An alternative source of collagen for Muslim consumers: <i>halal</i> and environmental concerns

Purpose The sources of collagens and gelatins are recently being questioned because it sourced from porcine or non- halal slaughtered animals. There also concerns regarding the transfer diseases animal collagen to human users. This study aims propose an alternative source using recombinant collagen-like protein ( -based) analyze factors contribute probability this among consumers in Malaysia. Design/methodology/approach Survey data collected tested empirically statistical tools logistic regression. Findings finds two important inferences. First, opt for is significantly determined by age level their incomes. likelihood higher elderly lower income consumers. Second, with purpose protect marine life young Thus, marketing variations a product that targeted high bracket low group often sees as good strategy compared more generalized strategy. younger potential whose concern on health without endangering species biodiversity. Research limitations/implications scope areas limited Klang Valley (Selangor Kuala Lumpur, Malaysia). respondents those staying working these regardless citizenship ethnicity. Originality/value proposing new promising way mass production protein. Collagen-like was found bacteria, may represent biosynthetic material which expected be existing endanger biodiversity ecosystem.