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Purpose The purpose of this paper is to uncover the personal values driving Indonesian and Malaysian Muslims’ consumption decisions with respect to halal food. Design/methodology/approach The personal values of 130 Indonesian and 80 Malaysian Muslims have been analyzed, using a means-end chain (MEC) approach, in relation to halal food. Findings Primary personal values are identified as a better sense of personal security. This is ascribed as seeking “better future” and “go to heaven.” Other personal values are related to tradition, benevolence and achievement. Research limitations/implications Since this study was conducted in both the capital cities of Indonesia and Malaysia, this study might not take account of cultural diversity within the two countries’ Muslim communities. Practical implications An understanding of the personal values governing Muslim consumption is a useful tool toward improving the promotion of halal certification and food products. Originality/value This study reveals the personal values of Indonesian and Malaysian Muslims with underpinning their consumption of halal food.

Developing countries have seriously low adoption rates of sustainable agricultural practices (SAPs) and there is a need to understand why. This paper reviews 31 past studies focusing on the factors influencing the adoption of SAPs. Using a vote count methodology, SAPs adoption is revealed as a complex set of behaviors which depend on a range of socio-economic, agroecological, institutional, informational, psychological factors and perceived attributes. Identified within these six dimensions, male farmers, higher educational attainment levels, bigger farm size, steeper farms, and the presence of land right security emerge as common factors which often lead to adopt SAPs. These factors imply the general importance of economic motivations in facilitating sustainable farm management. In particular, gender, farm topography, and land tenure have a special role in the context of developing countries. These common factors, and other converged factors, lend support to drawing general policymaking guidelines by identifying the characteristics of potential adopters, promotion strategies, and effective communication channels. For effective local management, future research should consider a range of factors from multiple categories and identify the relative importance of statistically significant ones.

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Abstract:In an increasingly competitive market environment, understanding why consumers purchase fresh produce from farmers' markets is pivotal to understanding the markets' value and to strengthening the rural economy. This is the first study to employ a means-end chain (MEC) framework to analyze the motivations underlying consumer preference for farmers' markets. The linkages between these motivators are important steps in understanding why consumers purchase fresh produce from farmers' markets. Based on in-depth interviews with 212 shoppers at the farmers' markets in the Klang Valley, Malaysia, we identified the attributes 'fresh', 'nearby', 'variety', and 'cheap' as the means of achieving self-directed personal values (e.g., 'expenses are better managed'), security values ('live longer'), and benevolent values (e.g., 'close the ties'). The insights gained should prove useful to policy-makers and to the farmers' market sector, allowing them to more effectively communicate with consumers from the basis of a better understanding of the attributes, benefits, and personal values influencing them.

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