Consumer Attitudes Toward Fresh Chicken Meat At A Halal-Certified Fresh Chicken Slaughterhouse With The Fishbein’s Multi-Tribute Model

This study aimed to examine consumer characteristics and attitudes toward fresh chicken meat sold at a halal-certified slaughterhouse in Yogyakarta, Indonesia. The location was purposively selected due to the presence of a halal-certified fresh chicken slaughterhouse. A total of 100 consumers were selected using an accidental sampling technique, with the criteria of having purchased and consumed fresh chicken meat from the location. Primary data were collected based on six key attributes of chicken meat: freshness, cleanliness, aroma, color, safety, and price. Descriptive analysis was used to describe consumer characteristics, while Fishbein’s multi-attribute model assessed consumer attitudes, and Spearman’s rank correlation tested relationships between characteristics and attitudes. The majority of consumers were female, young, high school educated, low- income earners, and resided within 2 km of the slaughterhouse. The results indicated that consumers strongly agreed with the quality attributes of halal- certified chicken meat, particularly its freshness, cleanliness, aroma, and safety. All six attributes were considered highly important in purchasing decisions. Overall, consumers demonstrated highly positive attitudes toward halal-certified fresh chicken meat, emphasizing the importance of maintaining product quality and halal integrity to strengthen consumer trust and market competitiveness.