Muslim Consumer’s Motivations Towards Meat Consumption
In general, consumer attitude and behavior towards food are determined by individual and environmental factors, such as marketing, information, situation and food specific properties. The focus in this paper is on the role of religion as one of the potential factors shaping consumption decisions. The objective of this study was to investigate Belgian Muslims’ motivations and behaviour as they relate to fresh meat consumption, in general, and halal meat consumption in particular.
With respect to meat consumption, most of the respondents eat the following one or two times a week: beef, chicken and lamb. The most important place for meat purchase is the Islamic butcher, followed by the abattoir and the farm gate. Meat purchases from supermarket and Belgian butcher are much lower. Only 5 respondents indicated to buy meat primarily at the supermarket or a Belgian butcher. This means that 5 of the 50 respondents sometimes or always eat non-halal meat since halal meat is not available at the supermarket or Belgian butcher.
The three most important attributes of meat were freshness, slaughter method, and taste. Production region was the least important attribute. Juiciness and slaughter method were more important to women than to men. Method of slaughter was significantly more important to those who buy meat at an Islamic butcher, the farm, or the slaughterhouse, three places where halal meat is available.
Differences attributed to age effects are mainly the high importance of health characteristics for older respondents. With respect to generation effects, the first generation buys halal meat for reasons of faith, health and respect for animal welfare, whereas the second generation tend to buy halal meat in order to continue a (cultural) tradition. Furthermore, male respondents of the first generation use colour as an indicator of freshness and the attribute production region as a guarantee for health, next to a quality label.[Abstract excerpted from website]