Determinants of halal meat consumption in Germany

Abstract

Purpose The purpose of this study is to investigate the determinants of halal meat consumption within a Turkish Muslim migration population in Germany using the theory of planned behaviour (TPB) as a conceptual framework. The role of self-identity as a Muslim, dietary acculturation in the host culture, moral obligation to purchase halal food and trust on the authenticity of available halal food are explored. Design/methodology/approach A quantitative cross-sectional survey design for the current study was adopted. Purposive sampling through self-administered questionnaires was used to collect data from 517 Muslim consumers originated from Turkey and currently living in Germany. The analysis includes exploratory factor analysis, means scores, linear correlation and multiple regressions to examine the determinants of halal meat consumption. Findings A positive personal attitude towards the consumption of halal meat, motivation to comply with the opinion of important persons and institutions and the perceived control over consuming halal meat predict the intention to eat halal meat among Muslims. Research limitations/implications This study used self-identity, dietary acculturation, trust and moral obligation as moderator variables. Future research should also examine the moderating effects of values such as individualism/collectivism and materialism and demographic factors such as age, country of origin, education level and income level to increase the predictive power of the current TPB model. Practical implications Practical implications can be extended to those policymakers, marketing managers and advertising agencies dealing with food-related products. They can pursue strategies based on religious self-identity, dietary acculturation, trustworthiness and moral obligation factors in their distribution and communication efforts targeted at the growing local and international market of halal food. Originality/value This is one of the few studies investigating the determinants of halal meat consumption in a Muslim population in Germany using the TPB within a food, religion and migration context.

The role of consumer willingness to pay for halal certification in Pakistan

“…In addition, this theory supports the concept of halal and consumer attitude toward halal certification. Numerous food-related studies have been conducted that have also used the TPB (Ahmed et al, 2018;Sherwani et al, 2018;Elseidi, 2018;Mukhtar and Butt, 2012;Verbeke and Vackier, 2004;and many others). We used TPB to support our theoretical model that aims to examine the role of consumer willingness to pay for halalcertified products or services.…”

“…Consumer perception has a great importance on the usefulness of halal logistics; it investigates the factors that influence consumer readiness to pay (Ahmed et al, 2018;Fathi et al, 2016;Alqudsi, 2014). Several studies have been conducted focusing on the aspects of buying behavior, consumer trust, consumer purchase intentions and others (Hussain et al, 2016;Ireland and Rajabzadeh, 2011;Abdul et al, 2009;Sherwani et al, 2018;and Elseidi, 2018). Few studies found a direct relation between consumer perception and willingness to buy halal products because the term halal perceived as the hygienic and safety product (Ahmed et al, 2018;Hamid, 2014a, 2014b;Ambali and Bakar, 2013;Aziz and Chok, 2013).…”

Determinants of Halal Food New Product Adoption Intention in Malaysia: A SmartPLS Approach

“…Food consumption in many cultures is governed by religious laws. In Islam, Muslims should only eat halal food (Sherwani, Ali, Ali, & Hussain, 2018). Halal food refers to food which was made lawful to consume by Allah SWT and is mentioned in the Quran.…”

“…The increase in awareness of the halal concept has caused substantial growth in the global market, whereby the halal market segment is approxamitely around US$ 2.3 TN (Karoui & Khemakhem, 2019). Moreover, the growing Muslim populace, which is projected to be 1.8 billion (Sherwani et al, 2018), considerably affects the halal market's size and demand. The Malaysian halal market is a prominent segment which contributes to the economic revenue of the country (Marmaya, Zakaria, & Desa, 2019).…”

“…In Muslim societies, attitude concerning buying halal food is usually positive due to the influence of Islam on its followers to eat halal food (Bonne et al, 2008). As such, most investigations have reported that attitude is a prominent influencer of halal purchase intention (Vanany, Soon, Maryani, & Wibawa, 2019;Sherwani et al, 2018). For instance, Alam and Sayuti (2011) utilised TPB to predict the buying of halal food in Malaysia and discovered that a positive attitude towards halal food positively influenced halal purchase intention.…”