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... Although it is Arabic, the word "halal" is rather used in Western terminology (Fall, and al., 2014). The halal products market was first initiated in non-Muslim countries (Bergeaud-Blackler, 2014). In the early 1990s, all countries in Western Europe and in North America, which are the main immigration destinations, made several legislative adjustments to religious slaughter. ...
Canadian demographics have experienced many changes in recent decades. as a result, the structure of the Québec market shows a considerable transformation and the Québec consumer profile nevertheless undergoing a substantial transformation. In this sense, Canada's Muslim population is growing at a rate of 13% per year and is expected to reach 7% by 2031, a figure of 2.7 million Muslims (Agriculture and Agri-Food Canada, 2012). We know little about the factors affecting the intent to consume halal meat. However, our study, which attempts to test empirically the model of planned behavior theory with the intent to consume halal meat is, to our knowledge, the first attempt in North America. And with the certification "halal", we will be able to enrich the Theory of Planned Behavior used as a conceptual framework. However, the managerial objective of our research is to make Quebec meat processors and meat distributors aware of the importance of a market segment made up of all over the province Muslims. Thus, by knowing the factors that satisfy this market segment, it will be possible to respond effectively to their needs and desires and therefore win their clientele.
Keywords: Consumer Intention, Halal Meat, Theory of Planned Behavior, Québec.