The Moderating Role of Individualism/Collectivism and Materialism: An Application of the Theory of Planned Behavior (TPB) in Halal Food Purchasing

The purpose of this paper is to investigate the determinants of halal meat consumption within Chinese and German Muslims population using the Theory of Planned Behavior as a conceptual framework. The role of the cultural dimension of individualism/collectivism and materialism is explored. A quantitative research methodology using an online questionnaire survey was used. Data were collected from 650 consumers mainly originating from Turkey and...