Preferences for Attributes of Halal Meat: Empirical Evidence from the Muslim Community in Vienna, Austria

The aim of this contribution is to approximate Muslims’ prefere
nces towards selected attr
ibutes of halal meat. A
comprehensive literature review
on the influence of religion wa
s undertaken with special emphasis on Muslims, a
significant and growing community
in Austria. An empirical stud
y was conducted to estimate part‐worth utilities. In
particular, the attributes of halal label, price, slaughtering
method, and country of origin were included in the
empirical design. Based on the literature review, a conjoint ex
periment model was developed to approximate the
importance of selected attributes and attribute levels. The met
hodological approach followed the so‐called limit
conjoint analysis. With this method, a no‐choice option is incl
uded in the experimental design, meaning it comes
closer to real shopping behaviour. A sample from the Austrian M
uslim community was selected. Data collection
within this community was demanding, mainly because of cultural
aspects. The results of the conjoint experiment
show that the most important attribute is the halal label. This
clearly demonstrates the significance of correct and
trustworthy labelling of halal products.