Credence quality coordination and consumers' willingness-to-pay for certified halal labelled meat.

This paper reports on halal credence quality coordination and Muslim consumers' willingness to buy and pay for certified halal labelled meat at the supermarket and the Islamic butcher. Cross-sectional data were collected through a survey with 202 Muslim consumers in Belgium. Findings indicate that more acculturated and female consumers are more in favour of purchasing certified halal labelled meat in a supermarket. Important conditions are that supermarkets can provide a guarantee of separating halal from non-halal meat and of the organisation of adequate verification and control. Results further show that more Muslim consumers are willing to pay a price premium (of 13% on average) for halal labelled meat at the Islamic butcher shop than at the supermarket. The higher the importance attached to a certified halal label and the more distrust in the actual halal meat status, the higher the likelihood that a Muslim consumer is willing to pay a higher price for certified halal labelled meat at the Islamic butcher shop. Gender and generation determine the actual premium Muslim consumers are willing to pay.

Muslim consumer trust in halal meat status and control in Belgium.

This paper focuses on public trust of Belgian Muslims in information sources of halal meat and their confidence in key actors and institutions for monitoring and controlling the halal meat chain. Cross-sectional consumer data were collected through a survey with 367 Muslims during the summer of 2006 in Belgium. Findings reveal that Islamic institutions and especially the Islamic butcher receive in general most confidence for monitoring and controlling the halal status of meat, and for communicating about halal meat. However, based on Muslims' confidence, four distinct market segments were identified: indifferent (29.1%), concerned (9.7%), confident (33.1%) and Islamic idealist (26.7%). These segments differ significantly with respect to trust in information sources and institutions, health and safety perception of halal meat, perceived halal meat consumption barriers, behavioural variables (halal meat consumption frequency and place of purchase), and socio-cultural (acculturation and self-identity) and individual characteristics. Indifferent consumers are rather undecided about who should monitor the halal status of meat, and they are most open to purchasing halal meat in the supermarket. Concerned Muslim consumers display higher confidence in Belgian than in Islamic institutions, which associates with perceiving a lack of information, poor hygiene and safety concern as barriers to purchasing halal meat. Confident consumers display a clear preference for Islamic institutions to monitor and communicate about halal. Islamic idealists, who are typified by younger age, second generation and high Muslim self-identity, differ from the confident consumers through their very low confidence in local Belgian sources and institutions.