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

In: International Food and Agribusiness Management Review
Author:
Shang-Ho Yang Assistant Professor, Graduate Institute of Bio-Industry Management, National Chung Hsing University, 145 Xingda Rd., South Dist., Taichung City 402, Taiwan (R.O.C.).

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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.

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