title: Credence quality coordination and consumers' willingness-to-pay for certified halal labelled meat.
abstract: 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.
authors.affiliation: Department of Agricultural Economics, Ghent University, Coupure links 653, Ghent, Belgium. Wim.Verbeke@UGent.be
authors.forename: Wim
authors.initials: W
authors.lastname: Verbeke
authors.forename: Pieter
authors.initials: P
authors.lastname: Rutsaert
authors.forename: Karijn
authors.initials: K
authors.lastname: Bonne
authors.forename: Iris
authors.initials: I
authors.lastname: Vermeir
mesh_terms: D000328:Adult; D001530:Belgium; D002568:Certification / Q000191:economics; D003132:Commerce; D003258:Consumer Behavior / Q000191:economics*; D003430:Cross-Sectional Studies; D005260:Female; D005511:Food Handling / Q000379:methods; D005515:Food Labeling; D063427:Food Quality; D006801:Humans; D007514:Islam / Q000523:psychology; D008297:Male; D008460:Meat / Q000191:economics*; D008875:Middle Aged; D011795:Surveys and Questionnaires; D013649:Taste
keywords: Consumer; Contingent valuation; Halal; Label; Supermarket; Willingness-to-pay