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

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  • Yang, Shang-Ho

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.

Suggested Citation

  • Yang, Shang-Ho, 2019. "Do traditional market consumers care about the halal meat label? A case study in Taiwan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 22(5), June.
    • Handle: RePEc:ags:ifaamr:292440
    DOI: 10.22004/ag.econ.292440
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    Cited by:

    1. Lec, Chien-Hsing & Liu, Chih-Fang & Yain, Yu-Cheng & Lin, Chien-Ho, 2020. "New agriculture business model in Taiwan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(5), January.

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    Keywords

    Livestock Production/Industries; Marketing;

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