A qualitative exploration to understand consumers' meat preferences in an emerging market through the TPB model

PurposeThis paper investigates the factors and how they lead to meat choice decisions based on preferred slaughter practices. The literature has established the role of psychological factors and morality perception in meat choice decisions. However, it explores how consumers' behavioural intention is impacted towards alternative meat when consumer guilt is activated in different cultural settings.Design/methodology/approachThis study included in-depth interviews with consumers from India's emerging market due to its multicultural dimension and diverse religious beliefs about meat consumption. The authors conducted 17 interviews to explore antecedents towards non-halal meat choices.FindingsUtilizing the Theory of planned behaviour (TPB), this paper explores research gaps related to meat consumption preferences based on preferred slaughter practices in an emerging market context. The findings uncover and add to understanding meat preferences in varied cultural contexts that affect consumer choices. The authors advance the current understanding of TPB from the perspective of behavioural intention toward non-halal meat.Practical implicationsThe study's findings have significant implications for all the organizations/outlets dealing with non-vegetarian food products, whether packaged or fresh and for meat sellers.Originality/valueThe study is unique in identifying the meat choice preferences based on slaughter practice through the extended prism of TPB. The market chosen for this study is one of the biggest consumer markets and its growing continuously.