Business Review


The importance of Halal Restaurants is a serious concern for all Muslims. For the Malaysian, where majority of the population are Muslims, restaurants providing halal food is important as the religion requires that Islamic principals and beliefs be upheld in all transactions. For that reason, this study tries to investigate the factors influencing Malaysian Muslims to patronage restaurants that are guided by sharia’a. This study has examined the effect of attitude, subjective norm and perceived behavior control towards the intention to patronage restaurants. Ambience was used as a mediator. A total of 250 questionnaires were distributed among customers of Halal Restaurants in Penang. Based on 184 questionnaires collected the results show that there is a relationship between attitude, Subjective Norm and Perceived Behavior Control toward the intention to patronage Halal Restaurants. It was found that Attitude, Subjective Norm and Perceived Behavior Control have a significant and positive relationship with behavioral intention to patronage halal restaurants. Ambiance was found to have mediating effect on the relationship between attitude, subjective norm and perceived behavioral control; and the customers’ intention to patronage halal restaurants in Penang, Malaysia


Halal food, Restaurants, Ambience, Intention to patronage



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

March 02, 2021

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Business Commons



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