The Effect Of Religiosity And Tacit Self-Declare Halal Cues On Skepticism And Patronage Intention Of Self-Declare Halal Restaurant: An Extended Abstract

Abstract

Abstract: The halal food industry exhibits significant consumer segmentation in countries that are in the process of developing the halal industry. However, not all businesses within this industry employ authentic halal logo, mainly due to the absence of halal certification. As an alternative, they make self-declared halal claims to provide halal confirmation to consumers. This research aims to contribute to the marketing communication literature by offering a deeper understanding of how religiosity and tacit self-declared halal cues influence skepticism and drive patronage intention among consumers of self-declared halal restaurants. An online questionnaire was used to collect information from 297 respondents. The findings revealed that religiosity and tacit self-declare halal cues had a negative impact on skepticism toward self-declare restaurants. Moreover, further explains the indirect relationship through mediation analyses. A mediation model was developed to shed light on the mediating role of skepticism and attitude towards halal restaurants. As a result, the study found that skepticism positively mediated the relationship between religiosity and tacit self-declared halal cues on patronage intention.

Keywords: Tacit Self-Declare Halal, Skepticism, Attitude Towards Halal, Attitude Towards Restaurant, Patronage Intention