The Attitude and Behavioral Intentions of Muslim Fast Food Customers in a Southern African Market Environment

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.