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.

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APA

M, R (2024). The Attitude and Behavioral Intentions of Muslim Fast Food Customers in a Southern African Market Environment. Afribary. Retrieved from https://afribary.com/works/the-attitude-and-behavioral-intentions-of-muslim-fast-food-customers-in-a-southern-african-market-environment

MLA 8th

M, Roberts-Lombard "The Attitude and Behavioral Intentions of Muslim Fast Food Customers in a Southern African Market Environment" Afribary. Afribary, 30 Mar. 2024, https://afribary.com/works/the-attitude-and-behavioral-intentions-of-muslim-fast-food-customers-in-a-southern-african-market-environment. Accessed 28 May. 2024.

MLA7

M, Roberts-Lombard . "The Attitude and Behavioral Intentions of Muslim Fast Food Customers in a Southern African Market Environment". Afribary, Afribary, 30 Mar. 2024. Web. 28 May. 2024. < https://afribary.com/works/the-attitude-and-behavioral-intentions-of-muslim-fast-food-customers-in-a-southern-african-market-environment >.

Chicago

M, Roberts-Lombard . "The Attitude and Behavioral Intentions of Muslim Fast Food Customers in a Southern African Market Environment" Afribary (2024). Accessed May 28, 2024. https://afribary.com/works/the-attitude-and-behavioral-intentions-of-muslim-fast-food-customers-in-a-southern-african-market-environment