Abstract
The study investigates the selected factors influencing the purchase intention and attitude of Muslim consumers towards halal fast-food purchases in South Africa. Data was collected from Muslim consumers, with 279 structured questionnaires being collected for analysis. Multiple regression analysis was applied to establish the interrelationship between the different constructs in the study. The model tested confirms that halal awareness, religious belief, and personal societal perception positively influence Muslim consumers’ attitudes when purchasing halal fast-food in South Africa. This research will provide South African fast-food manufacturers and outlets with a clearer understanding of how they can influence Muslim consumers’ attitudes and purchasing behaviours towards halal fast-food products.