Determination of Consumers' Perceptions and Attitudes Towards Halal Food: The Case of Konya Province

Abstract

Perceptions and attitudes of consumers about halal food depend on social, cultural, economic, legal and political factors that may differ between countries and regions. In this context, it is necessary to examine the consumers' awareness, perceptions and attitudes about purchasing behavior regarding halal food in order to make policy recommendations. For this reason, the main purpose of the study is to determine the awareness and perceptions of consumers about halal food in Konya, the sensitivities about halal food and to determine the socio-economic factors affecting the purchase of halal food. For this purpose, a consumer survey was conducted in Konya with 383 people determined according to simple random sampling method. In this study, in order to examine the consumer demand structure, the attitudes and perceptions of consumers according to their socio-economic characteristics were analyzed with the five-point Likert scale, and Mann-Whitney U test and Kruskal-Wallis tests were conducted to determine the relationship between halal food consumption and the socio-economic characteristics of consumers. According to the analysis, it is estimated that consumers will purchase more halal food as their income and education levels increase. As a result, it has been determined that consumers have a high level of awareness in halal food products and their sensitivity about halal food consumption in Konya province.