Chinese Muslim’s choice of halal products: evidence from stated preference data

Despite China’s sizeable Muslim population, the demand for halal personal care products by its Muslim population has not been examined and empirical research on Muslim needs in general is rather limited. Filling this gap, this study investigates Chinese Muslims’ choices of halal personal care products using the choice modelling method. Experimental data from 435 interviews in five cities in western China were collected. Interviewees were selected randomly, and therefore independent of each other, at mosques, urban squares and gardens, Quran classes, and Muslim shopping areas. We find that the availability of halal products in China is quite limited and consumers who are more faithful to their beliefs and who have experience in purchasing halal personal care products are willing to pay more for halal personal care products. Overall, Chinese Muslims prefer low price to high price products, and favour imported products rather than locally made produce. This study adds to the understanding of Chinese Muslim’s halal consumption, an area that has attracted increasing attention due to the rapid expansion of its size. The findings of this study provide valuable implications for both Chinese and overseas producers who intend to benefit from China’s fast-growing Muslim market and for governments to improve the availability of halal products for the well-being of the ethnic minorities.