Taste and trust: The impact of psychographics on certified meat demand

The growing global demand for certified meat, driven by safety, quality, and sustainability concerns, poses unique challenges in fragile economies such as Afghanistan. This study investigated how psychographic variables such as religiosity, health consciousness, and price sensitivity influence Afghan consumers' preferences and willingness to pay (WTP) for chicken meat attributes. These attributes include Halal certification, freshness, antibiotic-free claims, and packaging. A discrete choice experiment (DCE) was conducted in Kabul with 400 participants. Data were analyzed using a mixed logit model to measure heterogeneous preferences and a two-stage framework to quantify psychographic impact. In this fragile environment, Halal certification commands the highest premium (175.5 AFN), highlighting its dual role as a religious imperative and a trust heuristic. Freshness (50.5 AFN) and antibiotic-free claims (26.5 AFN) were both valued. Health consciousness played an important role in shaping these preferences. Surprisingly, higher price sensitivity increased demand for Halal certification and freshness, emphasizing their indisputable cultural and safety value. The findings show that Halal certification serves multiple functions as a signal of both religious compliance and safety. This study contextualizes psychographic models in collectivist, post-conflict settings, providing policymakers and industry stakeholders with valuable insights for promoting certified products in fragile markets.