Determinants of muslim consumers’ Halal meat consumption: applying and extending the theory of planned behavior

ABSTRACT

The purpose of this study is to investigate the determinants of Halal meat consumption within Turkish Muslim immigrants in Germany using the theory of planned behavior (TPB) as a conceptual framework. The role of self-identity as a Muslim, dietary acculturation in the host culture, moral obligation to purchase Halal meat, and trust on the authenticity of Halal meat is explored. A quantitative research methodology using an online questionnaire survey was used. Cross-sectional data were collected through a survey of 464 Muslims originating from Turkey and currently living in Germany. A positive personal attitude toward the consumption of Halal meat, motivation to comply others, the perceived control over consuming Halal meat, and the availability of Halal meat predict the intention to eat Halal meat among Muslims. This study 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.

KEYWORDS:

• Dietary acculturation
• moral obligation
• meat
• Islam
• Germany