Understanding Halal Chicken Consumers: Extended Theory of Planned Behavior and Clustering Approach

Abstract

This study aimed to segment consumers and explored the factors that affect consumer awareness of halal chicken in Indonesia. The extended theory of planned behavior was adopted to determine the clustering variables, such as demographics, consumption patterns, knowledge, attitude, intention, and actual action. 1185 respondents in Yogyakarta province, Indonesia, participated in the stratified random sampling. The K-means algorithm classified halal chicken consumers into three groups: “credence consumers” who have halal integrity (44%), “moderate consumers” who are rational in their purchasing (21%), and “apathetic consumers” who seem to lack knowledge and enthusiasm for implementing halal principles (35%). An indepth profiling evaluation of the consumers’ characteristics revealed that in all clusters, religious belief showed to influence willingness to pay (WTP) for halal chicken. The result also revealed that higher consumer income levels do not necessarily lead to a commensurate increase in WTP.