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.

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DOI : doi.org/10.1080/09064702.2020....
NVA : hdl.handle.net/11250/2688283