Consumer attitude toward Halal food in the case of the United Kingdom: the role of product attributes and marketing stimuli

Abstract

The Halal market in the United Kingdom is worth $4.5 billion and is anticipated to grow at a rate of 5% each year. In the United Kingdom, there is a growing demand for Halal food, which has resulted in the formation of various unregulated Halal Certification Bodies. In the halal food market, the problem of halal authenticity has recently become a serious concern. The purpose of the paper was to determine the effect of product attributes and marketing stimuli on customer attitudes toward halal food among Muslim customers in the U.K. A cross-sectional study was adopted for this study. The sample of the study included the Muslim customers who have consumed halal food in the U.K. The authors used a survey method to collect the quantitative data. A total of 384 responses were received and data were analysed using SPSS. The findings of the study revealed that product attributes such as country of origin have a significantly greater influence on the customer attitude towards halal food compared to other product attributes. The findings further showed that marketing stimuli such as sales’ location impact on customer attitude however advertisement did not have any impact on customer attitude towards halal food. The finding held perspectives from Muslim customers in the U.K and contributes to the stimulus-organism-response theory by incorporating product attributes and marketing as stimulus factors that affect the internal psychological state i.e., customer’s attitude in the case of the U.K. The implication of this study was to recommend Halal enterprises import halal food from Islamic countries for U.K customers, research the strategic location and select the hypermarkets, that handle halal food with care.