Consumer behavior dynamics of chinese minorities

Purpose – Meat consumption decisions within a religious context can differ significantly from purchase decisions where religion does not play a key role. The purpose of this study is to investigate the determinants of Halal meat consumption within a Chinese Muslim population using the “marketing...

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Main Authors:	Ahmed, Zafar U., Al-Kwif, Osama Sam, Saiti, Buerhan, Othman, Nor
Format:	Article
Language:	English
Published:	Emerald Group Publishing Limited 2014
Subjects:	HT401 Rural groups. Rural sociology
Online Access:	http://irep.iium.edu.my/44496/ http://irep.iium.edu.my/44496/ http://irep.iium.edu.my/44496/ http://irep.iium.edu.my/44496/4/JTMC-10-2013-0038.pdf

id	iium-44496
recordtype	eprints
spelling	iium-444962016-05-09T06:22:34Z http://irep.iium.edu.my/44496/ Consumer behavior dynamics of chinese minorities Ahmed, Zafar U. Al-Kwif, Osama Sam Saiti, Buerhan Othman, Nor HT401 Rural groups. Rural sociology Purpose – Meat consumption decisions within a religious context can differ significantly from purchase decisions where religion does not play a key role. The purpose of this study is to investigate the determinants of Halal meat consumption within a Chinese Muslim population using the “marketing theory of planned behavior”. The role of self-identity as a Muslim and dietary acculturation in the host culture is investigated. Design/methodology/approach – The study is based on a questionnaire survey. Cross-sectional data were collected through a survey of 368 Muslim participants, mainly from Xinjiang province in China. Data were analyzed by a series of regression analyses to test the model and the moderating effects of self-identity and dietary acculturation on behavioral intention. Findings – The results indicate that motivation to comply with religious requirements, and personal conviction, have a positive attitude toward behavioral intention to consume Halal meat. However, perceived control has a negative relationship with behavioral intention to eat Halal meat among Muslims. Results also show that in general, Halal meat consumption is determined by the pressure of others, personal conviction, and the perceived control. Practical implications – For marketing managers, Muslims with a low Muslim identity can be motivated to buy Halal meat by communicating through slogans that focus on the individual’s opportunity to make his or her own choice(s). Originality/value – This paper will prove valuable to food-policy decision makers and food marketers, who might pursue identity and/or acculturation-related strategies in their distribution and communication efforts targeting the growing Halal food market segment in China and globally Emerald Group Publishing Limited 2014 Article PeerReviewed application/pdf en http://irep.iium.edu.my/44496/4/JTMC-10-2013-0038.pdf Ahmed, Zafar U. and Al-Kwif, Osama Sam and Saiti, Buerhan and Othman, Nor (2014) Consumer behavior dynamics of chinese minorities. Journal of Technology Management in China, 9 (1). pp. 6-23. ISSN 1746-8779 http://www.emeraldinsight.com/loi/jtmc DOI 10.1108/JTMC-10-2013-0038
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HT401 Rural groups. Rural sociology
spellingShingle	HT401 Rural groups. Rural sociology Ahmed, Zafar U. Al-Kwif, Osama Sam Saiti, Buerhan Othman, Nor Consumer behavior dynamics of chinese minorities
description	Purpose – Meat consumption decisions within a religious context can differ significantly from purchase decisions where religion does not play a key role. The purpose of this study is to investigate the determinants of Halal meat consumption within a Chinese Muslim population using the “marketing theory of planned behavior”. The role of self-identity as a Muslim and dietary acculturation in the host culture is investigated. Design/methodology/approach – The study is based on a questionnaire survey. Cross-sectional data were collected through a survey of 368 Muslim participants, mainly from Xinjiang province in China. Data were analyzed by a series of regression analyses to test the model and the moderating effects of self-identity and dietary acculturation on behavioral intention. Findings – The results indicate that motivation to comply with religious requirements, and personal conviction, have a positive attitude toward behavioral intention to consume Halal meat. However, perceived control has a negative relationship with behavioral intention to eat Halal meat among Muslims. Results also show that in general, Halal meat consumption is determined by the pressure of others, personal conviction, and the perceived control. Practical implications – For marketing managers, Muslims with a low Muslim identity can be motivated to buy Halal meat by communicating through slogans that focus on the individual’s opportunity to make his or her own choice(s). Originality/value – This paper will prove valuable to food-policy decision makers and food marketers, who might pursue identity and/or acculturation-related strategies in their distribution and communication efforts targeting the growing Halal food market segment in China and globally
format	Article
author	Ahmed, Zafar U. Al-Kwif, Osama Sam Saiti, Buerhan Othman, Nor
author_facet	Ahmed, Zafar U. Al-Kwif, Osama Sam Saiti, Buerhan Othman, Nor
author_sort	Ahmed, Zafar U.
title	Consumer behavior dynamics of chinese minorities
title_short	Consumer behavior dynamics of chinese minorities
title_full	Consumer behavior dynamics of chinese minorities
title_fullStr	Consumer behavior dynamics of chinese minorities
title_full_unstemmed	Consumer behavior dynamics of chinese minorities
title_sort	consumer behavior dynamics of chinese minorities
publisher	Emerald Group Publishing Limited
publishDate	2014
url	http://irep.iium.edu.my/44496/ http://irep.iium.edu.my/44496/ http://irep.iium.edu.my/44496/ http://irep.iium.edu.my/44496/4/JTMC-10-2013-0038.pdf
first_indexed	2023-09-18T21:03:16Z
last_indexed	2023-09-18T21:03:16Z
_version_	1777410764865273856

Consumer behavior dynamics of chinese minorities

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