Halal-organic meat: a successful business and humanitarian model

Abstract

This study develops a conceptual model that investigates how self-determination needs, religiosity, and features of halal-organic meat influence consumer satisfaction and meat-purchasing behavior; these in turn affect healthy life expectancy, health- and food-related quality, and tranquility of life. In Bangladesh, a Muslim-majority country, organic meat producers usually sell halal meat without certifying or labeling it as such. According to the study, if meat producers market products that are both halal and organic, they will appeal to Muslim customers in religious and health-related contexts. This may lead to a significant increase in meat sales, thereby assisting more businesses in profits. The study used Purposive sampling to collect 985 data points from consumers who buy organic meat through four marketing channels: supermarkets, municipality corporate markets, open-air markets, and online markets. The data were analyzed using SmartPls 3.0. The results confirm that five independent variables—autonomy, competency, relatedness, religiosity, and halal-organic food—directly and positively influence consumers’ satisfaction with and continuance of halal-organic meat-purchasing behavior. The study also suggests that consumer satisfaction positively impacts halal-organic meat-purchasing behavior. This positively and significantly influences three dependent variables: consumers’ desire to maintain a healthy life expectancy, health- and food-related quality, and tranquility of life. The findings further indicate that halal-organic meat-purchasing behavior mediates the relationships between the study’s five independent variables and three dependent variables. This study investigates the new, growing theory of self-determination in relation to organic and halal food-purchasing research, which few studies have investigated. Although the literature surrounding halal and organic meat is not new, this study is the first to combine these two fields into a distinct body of knowledge. Furthermore, this is the first study to introduce the constructs of tranquility and life expectancy in organic and halal food-purchasing behavioral research.