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.