Analysis of consumer behavior factors on willingness to buy chicken meat with halal labels at traditional markets in Jember area

Authors

  • Fitriana Dina Rizkina Department of Agroindustrial Technology, Faculty of Agriculture, Universitas Muhammadiyah Jember
  • Anisa Nurina Aulia Department of Agribusiness, Faculty of Agriculture, Universitas Muhammadiyah Jember
  • Risa Martha Muliasari Department of Agribusiness, Faculty of Agriculture, Universitas Muhammadiyah Jember
  • Naruhito Takenouchi 3Department of Food Production Science, Faculty of Agriculture, Ehime University, Matsuyama

DOI:

https://doi.org/10.31764/jau.v9i3.8774

Keywords:

consumer behavior, halal label, structural equation modeling

Abstract

Chicken meat is one of the most popular staple foods, but the halal aspect is the main requirement. In traditional markets, chicken is sold without a halal label. This research aimed to analyze the consumer behavior factors on willingness to buy halal chicken meat at traditional markets in Jember Region. This study hypothesizes that consumer behavior factors affect the behavior of willingness to buy chicken meat with a halal label in traditional markets. This study uses survey data from distributing questionnaires to 110 respondents. Multivariate statistical methods do the hypothesis testing technique with SEM Model. The data processing results show that behavioral control and religious commitment variables significantly influence behavior toward buying chicken meat with the halal label. Suggestions based on research results: first, raising awareness about consuming halal-labeled chicken meat is necessary to increase a person's knowledge. Second, it is required to increase the role of the community and the government, both internally and externally, in educating a person's behavior toward consuming chicken meat labeled halal.

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Published

2022-07-31

Issue

Vol. 9 No. 3 (2022): July

Section

Articles

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