An exploratory study of Muslim consumers’ halal meat purchasing intentions in Norway

Summary

Although Norway is the largest sheep meat producer in Scandinavia and Norwegian Muslims are expected to double in population in the next decade, the overall local per capita red meat consumption is still low. Meanwhile, Norwegian Muslims’ purchasing preferences on lamb meat products have not been investigated. This paper presents the results of a choice-based conjoint survey which would help stakeholders to understand the niche Muslim immigrant halal meat market and potentially increase meat consumption. Post-hoc market segmentation was performed using latent class analysis, and factors affecting consumers’ purchase intentions were studied within each segment. Results show that purchasing halal meat from a butcher was the top preference while there was a higher willingness to purchase from national supermarkets among younger second-generation Pakistanis. In order to benefit from niche halal meat market, Norwegian supermarkets are recommended to adapt some of the services that halal butchers are offering to their consumers.