Consumer decisions play a role in the market by promoting adherence to halal standards, ethical consumer behavior, and sustainable business practices. As Muslim customers become more selective and expect levels of integrity from the companies they support, initiatives like Muslim Choice 2U (MC2U) introduced by Muslim Friendly Watch (MFW) will gain influence. For Businesses embracing the principles of Muslim Choice not only caters to the needs of a growing market but also presents an opportunity to align with values centered on ethics, sustainability, and social accountability