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Determinants of Halal Meat Consumption in China
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The purpose of this study is to investigate the determinants of halal meat consumption within a Muslim population using the theory of planned behaviour as a conceptual framework. The role of self-identity as a Muslim and dietary acculturation in the host culture is explored. Also as second part of research, the respondents’ shopping
orientation is identified. Cross-sectional data were collected through a survey with 368 Muslims mainly originating from Xinjiang and other part of China. Data were analyzed by means of independent t-tests, reliability test, correlations, stepwise multiple regression and factor
analysis.
The consumers in two components, respectively motivation to comply, and personal conviction have positive attitude toward behavioural intention to consume halal meat. However, perceived control has negative relationship with behavioural intention to eat halal meat among Muslims.
Limitations include the use of a convenience sample and the focus on only two individual characteristics related to religious food consumption, namely self-identity and dietary acculturation. Additional individual characteristics such as trust, values or involvement could improve the predictive power of the model.
Practical implications extend to food policy decision-makers and food marketers who might pursue identity – and/or acculturation-related strategies in their distribution and communication efforts targeted at the growing halal food market segment in China.
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Ethnic identity or the retention or loss of the attitudes, values and behaviours of one's culture of origin is presented as a multidimensional construct. It is further suggested that acculturation or the acquisition of traits of the dominant/host culture constitutes a separate yet correlated process. Initial exploratory and confirmatory factor analyses were conducted on responses from Italian-Canadians to various items designed to tap Italian ethnic identity. These analyses revealed that ethnic identity did indeed constitute a multidimensional process. Specifically, three dimensions were identified: Italian social interaction and participation, Italian language use with family members, and Catholicism. A final CFA model incorporated the three ethnic identity dimensions and two dimensions of acculturation. Consistent with previous findings, LISREL VIII estimation resulted in significant negative correlations between some ethnic identity and acculturation dimensions. The discriminant validity of ethnic identity was also more thoroughly established vis--vis acculturation by computing 95 per cent confidence intervals for the parameter estimates. Finally, subsequent stepwise regression analyses showed that the three ethnic identity dimensions along with the two acculturation dimensions and three socio-economic factors had differential impacts on the consumption of various convenience and traditional foods. A hypothesis holding that ethnic identity was negatively related to the consumption of convenience foods was partly confirmed. Another holding that it was positively related to the consumption of traditional Italian foods was better established.
This paper describes and reviews the theory of planned behavior (TPB). The focus is on evidence supporting the further extension of the TPB in various ways. Empirical and theoretical evidence to support the addition of 6 variables to the TPB is reviewed: belief salience measures, past behaviodhabit, perceived behavioral control (PBC) vs. self-efficacy, moral norms, self-identity, and affective beliefs. In each case there appears to be growing empirical evidence to support their addition to the TPB and some understanding of the processes by which they may be related to other TPB variables, intentions , and behavior. Two avenues for expansion of the TPB are presented. First, the possibility of incorporating the TPB into a dual-process model of attitude-behavior relationships is reviewed. Second, the expansion of the TPB to include consideration of the volitional processes determining how goal intentions may lead to goal achievement is discussed. The theory of planned behavior (TPB) is a widely applied expectancy-value model of attitude-behavior relationships which has met with some degree of success in predicting a variety of behaviors present paper examines avenues for development of this theory as a way of furthering our understanding of the relationship between attitudes and behavior. This is achieved in two ways: a review of the evidence supporting the addition of six different variables to the TPB, and a review of two avenues for expanding this theory. Six additional variables are reviewed: belief salience, past behaviodhabit, perceived behavioral control versus self-efficacy, moral norms, self-identity, and affective beliefs. Two avenues for model expansion are considered: multiple processes by which attitudes influence 'Correspondence concerning this article should be addressed to Mark Conner, School of Psychology , University of Leeds, Leeds LS2 9JT. United Kingdom.