Restaurant choice and religious obligation in the absence of halal logo: A serial mediation model

Religion and tradition play a crucial role in influencing food and restaurant preferences in many cultures. This research empirically investigates the role of tacit halal cues (THC) in driving consumers’ intention to patronise halal restaurants and how THC functions in conjunction with the attitude of consumers towards halal. In addition, the study examines the roles of institutional pressure and religious obligations. A serial mediation model was developed to examine the proposed relationships. Data from 329 respondents were analysed using the partial least squares structural equation modelling approach. In the absence of halal certification, THC mediates the relationship between predictor variables, including institutional pressure, religious obligation, and attitude towards halal, and the outcome variable, patronage intention. Although our study found that attitude mediates the link between religious obligation and THC, there was no evidence that attitude towards halal played a role between institutional pressure and THC. Contrary to the findings of previous studies, which have often examined direct relationships, this study highlights the indirect relationships through multiple serial mediation analyses, following the modern-mediation-analysis guidelines.