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.

Citation

Sherwani, M., Ali, A., Ali, A. and Hussain, S. (2018), "Determinants of halal meat consumption in Germany", Journal of Islamic Marketing, Vol. 9 No. 4, pp. 863-883. https://doi.org/10.1108/JIMA-01-2018-0009