Abstract
The rapid expansion of the Muslim population in Europe has transformed the halal food sector into one of the fastest-growing niches in the continent's agrifood industry. However, the absence of a unified European halal standard has resulted in a proliferation of competing halal certification logos, generating consumer confusion, skepticism, and information asymmetry. This study investigates how European Muslim consumers evaluate diverse halal certification marks alongside conventional purchase attributes such as price, brand familiarity, and country of origin. Employing a Choice-Based Conjoint (CBC) analysis administered to a multi-country sample of 842 Muslim grocery shoppers across France, Germany, and the United Kingdom, we quantify the relative importance and part-worth utilities associated with different certifier typologies. The empirical results reveal that certification authority type is the primary determinant of consumer choice (relative importance of 41.8%), surpassing price (25.4%) and brand familiarity (18.6%). Consumers exhibit the highest utility for independent, internationally accredited certification bodies and reputable European-based non-governmental certifiers, whereas self-declared manufacturer claims and unaccredited logos incur substantial utility penalties. Latent class analysis reveals distinct consumer segments driven by varying levels of religiosity and acculturation. The findings offer strategic insights for food manufacturers seeking market penetration in Europe and underscore the imperative for harmonized halal accreditation frameworks to safeguard consumer trust.
