Do traditional market consumers care about the halal meat label? A case study in Taiwan

Shang-Ho Yang

International Food and Agribusiness Management Review, 2019, vol. 22, issue 5

Abstract: The majority of Taiwanese consumers are not familiar with halal food, although the halal diet has been a global trend highlighting three attributes: cleanliness, animal welfare, and religious norms. This study explores the purchase intention of traditional market consumers in buying halal-labeled chicken measured by their willingness-to-pay (WTP). A total of 904 valid survey samples were collected in May 2017. A logit model and interval regression analysis are adopted to analyze the purchase intention and to elicit the WTP for halal-labeled chicken in traditional markets. Results show that although the attribute of religious norms still influences a small group of consumers, the majority of consumers for halal-labeled chicken in traditional markets are attracted to the attributes of cleanliness and animal welfare. Facing the ever-changing new market trend, this study can prove useful for government and enterprises in planning the marketing strategy and the development of local halal food products.

Keywords: Livestock Production/Industries; Marketing (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:292440

DOI: 10.22004/ag.econ.292440

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