Preferences for Attributes of Halal Meat: Empirical Evidence from the Muslim Community in Vienna, Austria

Abstract

The aim of this contribution is to approximate Muslims’ preferences towards selected attributes of halal meat. A comprehensive literature review on the influence of religion was undertaken with special emphasis on Muslims, a significant and growing community in Austria. An empirical study was conducted to estimate part‐worth utilities. In particular, the attributes of halal label, price, slaughtering method, and country of origin were included in the empirical design. Based on the literature review, a conjoint experiment model was developed to approximate the importance of selected attributes and attribute levels. The methodological approach followed the so‐called limit conjoint analysis. With this method, a no‐choice option is included in the experimental design, meaning it comes closer to real shopping behaviour. A sample from the Austrian Muslim community was selected. Data collection within this community was demanding, mainly because of cultural aspects. The results of the conjoint experiment show that the most important attribute is the halal label. This clearly demonstrates the significance of correct and trustworthy labelling of halal products.