Determination of Consumer's Willingness to Pay for Halal Food

Halal food has been studied in recent years in terms of both food safety and food security. Especially halal food products health, hygiene, quality, eco-friendly and so on. Considering the criteria, it is seen as an opportunity for entrepreneurs in the food sector. The rise in the demand for halal food products in the world evaluation of these opportunities is important in terms of Turkey. Indeed, Turkey is an important country as the potential for halal food products, consumers should investigation of attitudes and behavior towards halal food. Within the scope of the study, it was aimed to determine the willingness of consumers to pay for halal foods and for this purpose, 383 consumers were surveyed with a simple random sampling method in central districts of Konya. In the study, Willingness to Pay (WTP) method, which is one of the conditional evaluation methods, was used to determine the willingness of consumers to pay for halal foods. In this context, firstly, probit analysis was performed to determine the variables that best explain the willingness of consumers to pay. According to the probit analysis, it was found that willingness to pay for halal food products positively affected the gender, consumer age, marital status, consumer income, consumer occupation and education of the consumer. In addition, the marginal effects of variables used in the willingness to pay model for halal food for different payment options were calculated. According to the analysis, it was determined that the willingness to pay for marginal increases in the variables of the gender of the consumer, household width, consumer age, marital status, consumer monthly income, occupational status and consumer education. The level at which consumers are willing to pay for halal foods is WTP 10, a category where consumers can pay 100% or 2 times higher than normal price.