Sultan Alaswad Alenazi

Department of Marketing, College of Business, King Saud University, Riyadh 11362, Saudi Arabia, Saudi Arabia

Publications

• Review Article   
  Consumer preferences for Saudi agricultural products in the global halal food market: A conjoint analysis
  Author(s): Sultan Alaswad Alenazi*
  
  The global halal food market continues to expand, yet the strategic branding of halal agricultural products particularly from Saudi Arabia remains underexplored. While halal certification serves as a baseline trust indicator, emerging consumer demands now require broader assurances including origin authenticity, traceability, and ethical labelling. This study investigates how branding configurations comprising halal certification type, Saudi origin cues, digital traceability, and eco labels affect consumer preferences, trust, and purchase intentions for Saudi agricultural exports. A Choice-Based Conjoint (CBC) design was implemented across three regions: The GCC, Southeast Asia, and the European Union. Utility estimates were derived using multinomial and mixed logit models, while latent class analysis uncovered discrete consumer segments. Market share simulations and Willingness-to-Pa.. Read More»
  

  Abstract PDF