Determination of Consumer’s Willingness to Pay for Halal Food

Abstract

Halal food has been studied in recent years in terms of both food safety and food security. Especially halal food products health, hygiene, quality, eco-friendly and so on. Considering the criteria, it is seen as an opportunity for entrepreneurs in the food sector. The rise in the demand for halal food products in the world evaluation of these opportunities is important in terms of Turkey. Indeed, Turkey is an important country as the potential for halal food products, consumers should investigation of attitudes and behavior towards halal food. Within the scope of the study, it was aimed to determine the willingness of consumers to pay for halal foods and for this purpose, 383 consumers were surveyed with a simple random sampling method in central districts of Konya. In the study, Willingness to Pay (WTP) method, which is one of the conditional evaluation methods, was used to determine the willingness of consumers to pay for halal foods. In this context, firstly, probit analysis was performed to determine the variables that best explain the willingness of consumers to pay. According to the probit analysis, it was found that willingness to pay for halal food products positively affected the gender, consumer age, marital status, consumer income, consumer occupation and education of the consumer. In addition, the marginal effects of variables used in the willingness to pay model for halal food for different payment options were calculated. According to the analysis, it was determined that the willingness to pay for marginal increases in the variables of the gender of the consumer, household width, consumer age, marital status, consumer monthly income, occupational status and consumer education. The level at which consumers are willing to pay for halal foods is WTP 10, a category where consumers can pay 100% or 2 times higher than normal price.

Consumer decisions toward halal purchase before and during COVID-19 pandemic: a grey relational analysis approach

“…, 2019), indicating that consumers buy halal products, which are important predictors of behavior. For halal products and services, the certification mark not only represents trust in hygiene, quality and cleanliness (Madenci et al. , 2020), but also represents a reliable brand image (Shamsudin et al.…”

“…Halal refers to products and services that are permitted to be used and consumed by Muslims and are more broadly defined as halal products that demonstrate compliance with standards related to health, hygiene and quality (Madenci et al. , 2020).…”

“…, 2020). The halal certification label represents trust in hygiene, quality, cleanliness (Madenci et al. , 2020) and a trusted brand image (Shamsudin et al.…”

Halalan Tayyiban Food Consumption: An Understanding Level on Gender Among Fully Residential Schools’ Students in Selangor

“…They also discovered that social variables significantly contributed to the awareness of halal food. Nevertheless, the probability analysis revealed that many factors, such as gender, age, marital status, income, occupation, and educational attainment, were associated with an individual's willingness to pay a higher price for halal food (Madenci et al, 2020). Bashir (2020) observed that non-Muslim consumers in Cape Town exhibit a positive awareness level of knowledge about halal food, including an understanding of its advantages and the manufacturing process.…”