Muslim consumer trust in halal meat status and control in Belgium

This paper focuses on public trust of Belgian Muslims in information sources of halal meat and their confidence in key actors and institutions for monitoring and controlling the halal meat chain. Cross-sectional consumer data were collected through a survey with 367 Muslims during the summer of 2006 in Belgium. Findings reveal that Islamic institutions and especially the Islamic butcher receive in general most confidence for monitoring and controlling the halal status of meat, and for communicating about halal meat. However, based on Muslims' confidence, four distinct market segments were identified: indifferent (29.1%), concerned (9.7%), confident (33.1%) and Islamic idealist (26.7%). These segments differ significantly with respect to trust in information sources and institutions, health and safety perception of halal meat, perceived halal meat consumption barriers, behavioural variables (halal meat consumption frequency and place of purchase), and socio-cultural (acculturation and self-identity) and individual characteristics. Indifferent consumers are rather undecided about who should monitor the halal status of meat, and they are most open to purchasing halal meat in the supermarket. Concerned Muslim consumers display higher confidence in Belgian than in Islamic institutions, which associates with perceiving a lack of information, poor hygiene and safety concern as barriers to purchasing halal meat. Confident consumers display a clear preference for Islamic institutions to monitor and communicate about halal. Islamic idealists, who are typified by younger age, second generation and high Muslim self-identity, differ from the confident consumers through their very low confidence in local Belgian sources and institutions.