Determining Consumers’ Willingness to Buy Halal Meat

Asri Sekar Mawar Firdausi; Dea Farahdiba; Abdillah Menri Munthe

doi:10.14710/jbs.29.2.143-162

DOI: https://doi.org/10.14710/jbs.29.2.143-162

Determining Consumers’ Willingness to Buy Halal Meat

*Asri Sekar Mawar Firdausi - Faculty of Economics and Business, Universitas Gadjah Mada, Indonesia

Dea Farahdiba - Faculty of Economics and Business, Universitas Gadjah Mada, Indonesia

Abdillah Menri Munthe - Faculty of Economics and Business, Universitas Gadjah Mada, Indonesia

BibTex Citation Data :

@article{JBS35238,
    author = {Asri Firdausi and Dea Farahdiba and Abdillah Munthe},
    title = {Determining Consumers’ Willingness to Buy Halal Meat},
    journal = {JURNAL BISNIS STRATEGI},
  volume = {29},
    number = {2},
    year = {2020},
    keywords = {halal trust; halal awareness; packaging information; food safety; halal meat},
    abstract = { The halal food industry is no longer underrated. Since consumers became very concerned about their daily consumption considering the hygiene that should be maintained. This research was aimed to measure the Indonesian consumers’ willingness to buy halal food, especially meat products, based on trust, awareness, packaging information, and food safety. However, Indonesian consumers’ demand for halal food is not proportional comparing to a large number of the Muslim population. Contrast to previous similar studies that adopting the Theory of Planned Behavior (TPB) or Theory of Reasoned Action (TRA) that focused more on halal awareness and halal labels, this study was adopting Hedonic Theory. This research using 186 data that were collected by online questionnaires. Data then analyzed using multiple linear regression and Ordinal Least Square (OLS). Results showed that only halal awareness and food safety are proven to have significant positive effects on willingness to buy. Regardless of Muslim and non-Muslim, halal awareness and food safety attract consumers’ willingness to buy halal-labeled meat products. To increase the willingness to buy halal meat products in Indonesia, the government and producers must be able to encourage awareness of the importance of eating halal food. Furthermore, they also must ensure the safety of that food. Hopefully, these findings can become input for stakeholders. },
   issn = {2580-1171},   pages = {143--162}  doi = {10.14710/jbs.29.2.143-162},
    url = {https://ejournal.undip.ac.id/index.php/jbs/article/view/35238}
}

Citation Format:

Abstract

The halal food industry is no longer underrated. Since consumers became very concerned about their daily consumption considering the hygiene that should be maintained. This research was aimed to measure the Indonesian consumers’ willingness to buy halal food, especially meat products, based on trust, awareness, packaging information, and food safety. However, Indonesian consumers’ demand for halal food is not proportional comparing to a large number of the Muslim population. Contrast to previous similar studies that adopting the Theory of Planned Behavior (TPB) or Theory of Reasoned Action (TRA) that focused more on halal awareness and halal labels, this study was adopting Hedonic Theory. This research using 186 data that were collected by online questionnaires. Data then analyzed using multiple linear regression and Ordinal Least Square (OLS). Results showed that only halal awareness and food safety are proven to have significant positive effects on willingness to buy. Regardless of Muslim and non-Muslim, halal awareness and food safety attract consumers’ willingness to buy halal-labeled meat products. To increase the willingness to buy halal meat products in Indonesia, the government and producers must be able to encourage awareness of the importance of eating halal food. Furthermore, they also must ensure the safety of that food. Hopefully, these findings can become input for stakeholders.

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Keywords: halal trust; halal awareness; packaging information; food safety; halal meat

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In Vol 29, No 2 (2020): Desember

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Authors/readers/third parties can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially, but they must give appropriate credit (the name of the creator and attribution parties (authors detail information), a copyright notice, an open-access license notice, a disclaimer notice, and a link to the material) and provide a link to the license.

Authors/readers/third parties can read, print and download, redistribute or republish the article (e.g. display in a repository), translate the article, download for text and data mining purposes, re-use portions or extracts from the article in other works, sell or re-use for commercial purposes, remix, transform, or build upon the material, they must distribute their contributions under the same license as the original Creative Commons Attribution-ShareAlike (CC BY-SA).

The authors submitting a manuscript do so on the understanding that if accepted for publication, the copyright for publishing (publishing right) of the article shall be assigned/transferred to the Department of Management, Faculty of Economics and Business, Universitas Diponegoro as the publisher of DIJB.

Upon acceptance of an article, authors will be asked to complete a 'Copyright Transfer Agreement for Publishing (CTAP)'. An e-mail will be sent to the Corresponding Author confirming receipt of the manuscript together with a CTAP form by the online version of this agreement.

DIJB, the publisher, and the editorial board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in DIJB are sole and exclusive responsibility of their respective authors and advertisers.

Remember, even though we ask for a transfer of copyright for publishing (CTAP), our journal Author(s) retain (or are granted back) significant scholarly rights as mentioned before.

The Copyright Transfer Agreement for Publishing (CTAP) Form can be downloaded here