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Factors affecting Halal meat purchase intention
Purpose The purpose of this paper is to investigate the determinants of Halal meat consumption within international Muslim students’ population in China using the theory of planned behaviour as a conceptual framework. The role of self-identity (SI) as a Muslim, dietary acculturation (DA) in the host...
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Published in: | British food journal (1966) 2017-03, Vol.119 (3), p.527-541 |
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Main Authors: | , , , |
Format: | Article |
Language: | English |
Subjects: | |
Citations: | Items that cite this one |
Online Access: | Get full text |
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Summary: | Purpose
The purpose of this paper is to investigate the determinants of Halal meat consumption within international Muslim students’ population in China using the theory of planned behaviour as a conceptual framework. The role of self-identity (SI) as a Muslim, dietary acculturation (DA) in the host culture, moral obligation (MO) to purchase Halal meat and trust on the authenticity of Halal meat is explored.
Design/methodology/approach
Cross-sectional data were collected through a questionnaire survey with 436 international Muslim students mainly originating from Muslim countries and currently studying in China. Data were analysed by stepwise multiple regression analyses to test the model and the moderating effects of SI, DA, MO and trust on behavioural intention.
Findings
The results indicate that a positive personal attitude towards the consumption of Halal meat, personal conviction and the perceived control over consuming Halal meat predict the intention to eat Halal meat among Muslims.
Research limitations/implications
Limitations include the use of a snow-ball sampling technique and the focus on only four individual characteristics related to religious food consumption, namely, SI, DA, MO and trust.
Practical implications
Practical implications extend to dealing with food policymakers and food marketing managers in companies who might pursue identity-, acculturation-, MO- and trustworthiness-related strategies in their distribution and communication efforts targeted at the growing local as well as international market of Halal food.
Originality/value
This study is one of the first studies investigating the determinants of Halal meat consumption among international Muslim students in China and a first application of the theory of planned behaviour-related religious food consumption context by considering four individual characteristics, namely, SI, DA, MO and trust. |
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ISSN: | 0007-070X 1758-4108 |
DOI: | 10.1108/BFJ-10-2016-0455 |