ABSTRACT

Although Norway is the largest sheep meat producer in Scandinavia and Norwegian Muslims are expected to double in population in the next decade, the overall local per capita red meat consumption is still low. Meanwhile, Norwegian Muslims’ purchasing preferences on lamb meat products have not been investigated. This paper presents the results of a choice-based conjoint survey which would help stakeholders to understand the niche Muslim immigrant halal meat market and potentially increase meat consumption. Post-hoc market segmentation was performed using latent class analysis, and factors affecting consumers’ purchase intentions were studied within each segment. Results show that purchasing halal meat from a butcher was the top preference while there was a higher willingness to purchase from national supermarkets among younger second-generation Pakistanis. In order to benefit from niche halal meat market, Norwegian supermarkets are recommended to adapt some of the services that halal butchers are offering to their consumers.

摘要

尽管挪威是斯堪的纳维亚半岛最大的羊肉生产国，预计挪威穆斯林人口在未来十年内将增加一倍，但当地人均红肉消费总量仍然很低。同时，尚未调查挪威穆斯林对羊肉产品的购买偏好。本文介绍了基于选择的联合调查的结果，这将有助于利益相关者了解利基穆斯林移民清真肉市场，并有可能增加肉类消费。使用潜在类别分析进行事后市场细分，并在每个细分市场中研究影响消费者购买意愿的因素。结果显示，在年轻的第二代巴基斯坦人中，从屠夫那里购买清真肉是最优先选择的，而从国家超市购买的意愿更高。为了从特殊的清真肉市场中受益，建议挪威的超级市场调整清真肉店为消费者提供的一些服务。