Muslim and non-Muslim consumer perceptions of halal at supermarkets in a non-Muslim country : a thesis submitted to Massey University in fulfilment of the requirements for the degree of Masters in Business Studies in Marketing
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Date
2017
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Massey University
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Abstract
The role of spiritual beliefs and religiosity on consumers’ buying decisions is
increasingly gaining the attention of consumer researchers and practitioners
(Maclaran et al. 2012). However, its role in consumer behaviour is not yet well
established, particularly in the area of Muslim’s purchasing behaviour when
shopping for produce/meat at local supermarkets in non-Muslim countries. This
research explore the influence of whether religious beliefs on consumer’s shopping
behaviour at New Zealand supermarkets. Specifically, this research is investigates
whether, the religious beliefs around dietary restrictions for Muslims, in terms of
halal consumption, influences their shopping behaviour at New Zealand
supermarkets and whether there is scope for supermarkets to adopt Halal food
practices. This research is also interested in determining New Zealand non-Muslim
perceptions of Halal and whether New Zealanders of various religious beliefs and
faiths are willing to accept the practice of segregation of halal produce in
supermarket, as well as explore their knowledge and tolerance towards Halal
produce.
An online questionnaire was completed by 215 participants including 33
Muslim respondents and 182 non-Muslims of various religions. The results of this
study confirm that religious and spiritual beliefs among consumers of certain faith
(Islam, Christian and other religious groups) have an impact on their supermarket
shopping behaviour, particularly Muslim consumers. Specifically the results shows
that Muslim consumers would support the segregated display of halal and non-halal
produce at local supermarkets in New Zealand. This research contributes to retail
and consumer behaviour literature by exploring the influence of religious and
spiritual beliefs on supermarket shopping behaviour, especially, in the area of Halal
produce displayed and sold at supermarkets in non-Muslim countries.
The managerial implications of this research may guide supermarkets in New
Zealand in term of catering for consumers religious beliefs and consider adopting
the suggested method of Halal display, which in return could enhance the Muslim
consumers’ shopping experience. Future research could explore further on other
variables, such as ‘self-identity’, halal logo and commitment could add to the body of knowledge.
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Keywords
Halal food, Marketing, Grocery shopping, Consumers, Attitudes, Consumer behavior, New Zealand, Research Subject Categories::SOCIAL SCIENCES::Business and economics::Business studies