Assess consumer beliefs and attitudes of Muslims towards halal food products in Tehran province

Document Type : Original Article

Authors

Department of Management, Faculty of Social Science and Economics, Alzahra University. Tehran, Iran.

Abstract

Introduction: This study examines the beliefs and views of Iranian Muslim consumers towards the purchase of halal food materials and products in Tehran. Factors influencing consumer attitudes toward halal food consumption include consumer beliefs and religious commitment, Halal certificate requirements, and the health and safety of food products.
Methods: The present study is based on the applied purpose and is based on a descriptive correlational method. A questionnaire and a simple random sampling method were used to collect data. 385 food consumers in Tehran were selected as the sample size and research hypotheses were tested using the structural equation method and Partial Least Squares analytical method.
Results: Research has shown that consumer beliefs and religious commitment have a positive and significant effect on attitudes toward halal foods. Also, the observance of the requirements of the halal label and the safety and hygiene of food products has a positive and significant effect on consumer views.
Conclusion: Findings of the study indicate the growing level of distrust and insecurity of Iranian consumers in complying with religious and health issues in the production of domestic food. The research findings help manufacturers to evaluate and improve their activities, to have a successful presence in domestic and international markets, in order to understand consumer views and behavior.

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