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Halal-organic meat: a successful business and humanitarian model

Author

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  • Sheikh Ashiqurrahman Prince

    (Bangladesh Institute of Governance and Management)

  • Ishraat Saira Wahid

    (Prince Mohammed Bin Fahd University)

Abstract

This study develops a conceptual model that investigates how self-determination needs, religiosity, and features of halal-organic meat influence consumer satisfaction and meat-purchasing behavior; these in turn affect healthy life expectancy, health- and food-related quality, and tranquility of life. In Bangladesh, a Muslim-majority country, organic meat producers usually sell halal meat without certifying or labeling it as such. According to the study, if meat producers market products that are both halal and organic, they will appeal to Muslim customers in religious and health-related contexts. This may lead to a significant increase in meat sales, thereby assisting more businesses in profits. The study used Purposive sampling to collect 985 data points from consumers who buy organic meat through four marketing channels: supermarkets, municipality corporate markets, open-air markets, and online markets. The data were analyzed using SmartPls 3.0. The results confirm that five independent variables—autonomy, competency, relatedness, religiosity, and halal-organic food—directly and positively influence consumers’ satisfaction with and continuance of halal-organic meat-purchasing behavior. The study also suggests that consumer satisfaction positively impacts halal-organic meat-purchasing behavior. This positively and significantly influences three dependent variables: consumers’ desire to maintain a healthy life expectancy, health- and food-related quality, and tranquility of life. The findings further indicate that halal-organic meat-purchasing behavior mediates the relationships between the study’s five independent variables and three dependent variables. This study investigates the new, growing theory of self-determination in relation to organic and halal food-purchasing research, which few studies have investigated. Although the literature surrounding halal and organic meat is not new, this study is the first to combine these two fields into a distinct body of knowledge. Furthermore, this is the first study to introduce the constructs of tranquility and life expectancy in organic and halal food-purchasing behavioral research.

Suggested Citation

  • Sheikh Ashiqurrahman Prince & Ishraat Saira Wahid, 2023. "Halal-organic meat: a successful business and humanitarian model," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-16, December.
    • Handle: RePEc:pal:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-02097-9
    DOI: 10.1057/s41599-023-02097-9
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    References listed on IDEAS

    as
    1. Sheikh Ashiqurrahman Prince & Ishraat Saira Wahid, 2020. "The purchase of organic fish in Bangladesh: Safeguarding against COVID-19," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1841524-184, January.
    2. Nugraha, Widya Satya & Chen, Dennis & Yang, Shang-Ho, 2022. "The effect of a Halal label and label size on purchasing intent for non-Muslim consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Suk Won Lee & Hye Jin Sung & Hyeon Mo Jeon, 2019. "Determinants of Continuous Intention on Food Delivery Apps: Extending UTAUT2 with Information Quality," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    5. Alalwan, Ali Abdallah, 2020. "Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse," International Journal of Information Management, Elsevier, vol. 50(C), pages 28-44.
    6. Reza Saleki & Farzana Quoquab & Jihad Mohammad, 2019. "What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness," Journal of Agribusiness in Developing and Emerging Economies, Emerald Group Publishing Limited, vol. 9(5), pages 584-603, October.
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