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

M. Roberts-Lombard, A. Mvane, B. Makhathini, D. Muller, I. Lo, Olumide Jaiyeoba

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Pages (from-to)7-34
Number of pages28
JournalAfrican Journal of Business and Economic Research
Volume17
Issue number1
DOIs
Publication statusPublished - Mar 2022

Keywords

  • Attitude
  • Behavioural Intention
  • Halal Certification
  • Halal Marketing

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics

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