Consumer perception on halal meat logistics

Marco Tieman · Maznah Che Ghazali · Jack G.A.J. van der Vorst

109 citations0/0 files storedBritish Food Journal

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Halal products and consumer behavior Islamic Finance and Banking Studies Food Supply Chain Traceability

Abstract

Purpose The purpose of this paper is to investigate the preferred minimum level of segregation for halal meat in supermarket, transport, storage and terminals; the responsibility of halal logistics; and the willingness to pay for halal logistics in a Muslim and non‐Muslim country. Design/methodology/approach This is a comparative study involving Muslim consumers in Malaysia and The Netherlands. Cross‐sectional data were collected through a survey with 251 Muslims in Malaysia and 250 Muslims in The Netherlands. Data were analysed by means of nonparametric tests. Findings There is a preferred higher level of segregation in a Muslim country than a non‐Muslim country. A Muslim country has a higher willingness to pay for a halal logistics system as compared to a non‐Muslim country. Furthermore, there lies a heavy responsibility with the manufacturer to extend halal assurance towards supply chain management. Research limitations/implications The study confirms there is a need for a different level of segregation and therefore different halal logistics standard in a Muslim country and a non‐Muslim country. However, during the survey in The Netherlands significant rejections were received from especially first generation Muslims due to the lack of understanding of the Dutch language. Similar surveys need to be conducted in other countries in order to be able to generalise over the various Islamic schools of thought, localfatwasand local customs. Practical implications Halal logistics is important to the Muslim consumer and critical for the trust in a halal certified brand, which requires extending halal integrity from point of production to the point of consumer purchase. Originality/value This study is a preliminary one investigating the consumer perception on halal logistics. The study indicates the level of segregation required for a halal meat supply chain in a Muslim and non‐Muslim country.

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References

1994Marketing Research: An Applied Orientation 1999How to Conduct Surveys—A Step-By-Step Guide 2011Applying the Theory of Planned Behavior (TPB) in halal food purchasing 2001US consumers’ willingness to pay for green electricity 2011The challenges of Islamic branding: navigating emotions and halal 2003The Kosher and Halal Food Laws 2007Determinants of halal meat consumption in France 2011The application of Halal in supply chain management: in‐depth interviews

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2018Consumer behaviour towards willingness to pay for Halal products 2017Towards successful adoption of Halal logistics and its implications for the stakeholders 2022The link between company performance and supply chain orientation from the perspective of halal SMEs

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