Abstract : Purpose – The purpose of this study is to investigate the determinants of halal meat consumption within a Muslim migration population using the theory of planned behaviour as a conceptual framework. The role of self-identity as a Muslim and dietary acculturation in the host culture is explored.
Design/methodology/approach – Cross-sectional data were collected through a survey with 576 Muslims mainly originating from North Africa and currently living in France. Data were analysed by means of independent samples' t-tests, correlations and stepwise multiple regression.
Findings – A positive personal attitude towards the consumption of halal meat, the influence of peers and the perceived control over consuming halal meat predict the intention to eat halal meat among Muslims. Research implications/limitations – Limitations include the use of a convenience sample and the focus on only two individual characteristics related to religious food consumption, namely self-identity and dietary acculturation. Additional individual characteristics such as trust, values or involvement could improve the predictive power of the model.
Practical implications – Practical implications extend to food policy decision-makers and food marketers who might pursue identity – and/or acculturation-related strategies in their distribution and communication efforts targeted at the growing halal food market segment in Western Europe.
Originality/value – This study is one of the first studies investigating the determinants of halal meat consumption in general and a first application of the theory of planned behaviour within a food, religion and migration context, i.e. halal meat consumption decisions in a Muslim migration population in France. In general, this study indicates that the predictive power of the classic TPB in this very specific context is limited.