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.
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
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 20 May. 2024.
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. 20 May. 2024. < https://afribary.com/works/the-attitude-and-behavioral-intentions-of-muslim-fast-food-customers-in-a-southern-african-market-environment >.
M, Roberts-Lombard . "The Attitude and Behavioral Intentions of Muslim Fast Food Customers in a Southern African Market Environment" Afribary (2024). Accessed May 20, 2024. https://afribary.com/works/the-attitude-and-behavioral-intentions-of-muslim-fast-food-customers-in-a-southern-african-market-environment