Impact of Religion on Halal Meat Consumption Decision Making in Belgium

This study investigates the determinants of halal meat consumption within a Belgian Muslim migration population using the theory of planned behavior as a conceptual framework, with a focus on the role of self-identity as a Muslim and acculturation in the host country. Cross-sectional data were collected through a survey with 367 Muslims mainly originating from North Africa and living in Belgium. Findings reveal that in general, a positive health attitude toward halal meat predicts the intention to consume halal meat among Muslims. Perceived lack of safety measures or poor belief in the safety controls are shown to be potential barriers preventing Muslim consumers from eating halal meat. Low acculturated Muslims rely strongly on their positive personal attitude toward the health status of halal meat, whereas high acculturated Muslims rely on health attitude, animal welfare attitudes, and safety when intending to consume halal meat. Muslims with a high Muslim self-identity intend to eat halal meat because they believe that it is healthy whereas Muslims with a low Muslim self-identity are rather influenced by religious peers, together with their personal health attitude and availability concerns.