Abstract:
Through the lens of social exchange theory and the theory of reasoned action,
this study examines the influence of halal marketing and halal certification on
the attitude of Muslim fast-food customers. The study further explores the
influence of attitude on the behavioural intentions of these consumers in an
emerging African market environment. Data was collected from 306 Muslim
fast-food customers using self-administered questionnaires. The study found
that the attitude of Muslim fast-food consumers is directly influenced by halal
marketing and halal certification, which ultimately influences their behavioural intentions in a positive manner. By applying a dual theory approach, the
influence of attitude and its precursors on future behavioural intention in a fast-food industry environment is uncovered.
