Consumer Perception on Halal meat logistics

Samenvatting

Purpose – The purpose of this paper is to investigate the preferred minimum level of segregation for halal meat in supermarket, transport, storage and terminals; the responsibility of halal logistics; and the willingness to pay for halal logistics in a Muslim and non-Muslim country. Design/methodology/approach – This is a comparative study involving Muslim consumers in Malaysia and The Netherlands. Cross-sectional data were collected through a survey with 251 Muslims in Malaysia and 250 Muslims in The Netherlands. Data were analysed by means of nonparametric tests. Findings – There is a preferred higher level of segregation in a Muslim country than a non-Muslim country. A Muslim country has a higher willingness to pay for a halal logistics system as compared to a non-Muslim country. Furthermore, there lies a heavy responsibility with the manufacturer to extend halal assurance towards supply chain management. Research limitations/implications – The study confirms there is a need for a different level of segregation and therefore different halal logistics standard in a Muslim country and a non-Muslim country. However, during the survey in The Netherlands significant rejections were received from especially first generation Muslims due to the lack of understanding of the Dutch language. Similar surveys need to be conducted in other countries in order to be able to generalise over the various Islamic schools of thought, local fatwas and local customs. Practical implications – Halal logistics is important to the Muslim consumer and critical for the trust in a halal certified brand, which requires extending halal integrity from point of production to the point of consumer purchase. Originality/value – This study is a preliminary one investigating the consumer perception on halal logistics. The study indicates the level of segregation required for a halal meat supply chain in a Muslim and non-Muslim country.