In Bangladesh, a Muslim-majority country, organic meat is often sold without explicit halal certification. This study proposes a "halal-organic" business model, combining religious and health appeals to increase meat sales and business profitability. The researchers argue that the combination of halal and organic appeals to both religious and health-conscious consumers, significantly broadening the market. Existing literature on halal and organic food is extensive, but this study uniquely combines both aspects, creating a new field of knowledge. Furthermore, it incorporates the under-researched self-determination theory (SDT) to understand consumer motivations. SDT focuses on the intrinsic needs for autonomy, competence, and relatedness. Few studies have explored SDT's role in halal or organic food purchasing, creating a significant research gap. The study also introduces novel dependent variables: tranquility and life expectancy, further expanding the scope of halal-organic food research. The study aims to answer: 1) How do self-determination needs, religiosity, and halal-organic meat's features influence consumer satisfaction and purchasing behavior? 2) How do consumer satisfaction and purchasing behavior, in turn, impact life expectancy, health, food quality, and life tranquility?

The literature review examines existing research on halal meat, organic meat, and relevant theories. Halal meat production adheres to Islamic dietary guidelines, focusing on humane slaughter methods and purity of ingredients. Studies suggest that halal methods result in more tender and longer-lasting meat. The concept of halal is expanding beyond strict religious adherence, encompassing hygiene, cleanliness, and food quality, ultimately aiming for improved quality of life. Organic meat production prioritizes natural farming practices, excluding antibiotics, growth hormones, and animal by-products. This contrasts with common practices in Bangladesh, where conventional meat production often involves contaminated feed and harmful additives. The study proposes a novel "halal-organic" model, combining the benefits of both approaches. The self-determination theory (SDT) suggests that intrinsic needs for autonomy, competence, and relatedness drive motivation. Although some studies have explored SDT in organic food purchasing, its application to halal food is limited. The role of religiosity is also examined, with conflicting evidence on its impact on halal food purchases. Finally, the review discusses the importance of health concerns in food choices, highlighting the positive correlation between health benefits and consumer satisfaction in both halal and organic contexts.

The study employed a mixed-methods approach, combining literature review, expert interviews, and pilot surveys to refine a questionnaire. Expert interviews included academics and organic food marketers. The pilot survey tested the questionnaire's effectiveness with consumers. The final questionnaire used a seven-point Likert scale to measure ten constructs: autonomy, competency, relatedness, religiosity, halal-organic meat's health benefits, continuance behavior (halal-organic meat purchase), satisfaction, healthy life expectancy, health and food-related quality of life, and tranquility of life. Each construct was measured using multiple items adapted from previous research. Purposive sampling was used to collect data from 985 consumers who purchased halal-organic meat through four channels: supermarkets, municipal corporate markets, open-air markets, and online markets. Data were collected from February to April 2022 using physical surveys and Google Forms. SmartPLS 3.0 was used for data analysis. The measurement model's reliability and validity were assessed using Cronbach's alpha, rho_A, composite reliability, and average variance extracted (AVE). Discriminant validity was evaluated using the Fornell-Larcker criterion and blindfolding. The structural model's fit was assessed using root mean square theta (RMSEA). Hypothesis testing involved examining t-statistics and p-values. Mediation analysis was conducted using consistent PLS bootstrapping.

The descriptive statistics show that most participants were 35-45 years old, held bachelor's degrees, worked in finance, were married, and had families of 4-5 members. All constructs met reliability and validity criteria (Cronbach's alpha > 0.7, rho_A > 0.7, composite reliability > 0.7, AVE > 0.5). Discriminant validity was also confirmed. The structural model had a good fit (RMSEA = 0.11). All hypotheses related to direct effects were supported (p < 0.05). Autonomy, competency, relatedness, religiosity, and halal-organic meat's health benefits positively influenced both halal-organic meat purchasing behavior and consumer satisfaction. Satisfaction, in turn, positively influenced continuance behavior. Continuance behavior positively influenced healthy life expectancy, health and food-related quality of life, and tranquility. Finally, all mediation hypotheses were supported, indicating that continuance behavior mediates the relationships between the independent and dependent variables. Specific values are provided in Tables 5 and 6 of the original paper. Tables 1-4 provide further detail on descriptive statistics, construct reliability and validity, and discriminant validity.

The findings demonstrate the strong influence of self-determination needs, religiosity, and health benefits on halal-organic meat purchasing behavior and consumer satisfaction in Bangladesh. The results highlight the importance of offering consumers choices, a sense of competence in their purchasing decisions, and feelings of relatedness to their religious and health goals. Religiosity plays a significant role for Muslim consumers, aligning with their religious beliefs. The health benefits of halal-organic meat, including its purity and natural aspects, are major drivers of purchasing decisions. Consumer satisfaction is crucial for repeat purchases, highlighting the importance of high-quality products and positive customer experiences. The positive impacts on healthy life expectancy, quality of life, and life tranquility showcase the broader societal benefits of the halal-organic meat model. The mediating role of purchasing behavior underscores the importance of making halal-organic meat accessible and attractive to consumers.

This study makes significant contributions by introducing the "halal-organic" concept, applying self-determination theory to this context, and introducing new constructs like tranquility and life expectancy. The findings provide valuable insights for both academics and practitioners. Future research could extend the model to other countries, explore additional constructs (e.g., price, brand reputation), and test other theories within the halal-organic food purchasing domain. The model could also be tested separately within halal or organic food research settings.

The study's focus on a specific niche group of consumers in Bangladesh limits the generalizability of the findings to other contexts. The non-probabilistic sampling method may also introduce bias. Future research should replicate the study using larger and more representative samples from diverse populations to verify the findings' generalizability across different cultures and consumer groups.