Purpose - This quantitative study aims to examine the intention of Filipino consumers in Iligan City to purchase foods at Halal-certified restaurants and identify the predictors of their intention using the Theory of Planned Behavior (TPB). This also seeks to test the moderation effects of Halal certification, awareness, religiosity, and consumer characteristics on the TPB model.

Design/methodology/approach –With a snowball sampling technique, an online survey questionnaire was distributed to 300 Muslim and non-Muslim restaurant consumers in Iligan City, Philippines. The data was analyzed utilizing both descriptive and inferential statistics. Hypotheses testing was done using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the use of the SEMinR package in R.

Findings – The results of the study indicate a strong demand for Halal-certified restaurants among consumers in Iligan City. Attitude plays the most significant role in shaping behavioral intention, followed by subjective norms. PBC does not contribute to this intention. It was also found that only religious affiliation acts as a moderator in the model, specifically on the relationship between subjective norms and purchase intention.

Research limitations/implications – This study is limited to foods in restaurants found in Iligan City only. Future researchers can replicate this study utilizing a qualitative study to understand the consumers’ experiences and the phenomenon on a deeper context.

Practical and social implications – The results of the study serve as a reference to the local government and restaurant businesses on the current demand for a Halal-certified restaurant. The research findings imply that restaurant marketers should consider applying for a Halal certification. Additionally, attitude, subjective norms, and religious affiliation must be integrated into the promotion of Halal-certified restaurants.

Originality/value – This study makes a notable contribution to the field of Halal marketing in the Philippines where there is a dearth of Halal research. Additionally, this is one of the few studies that considered the impact of consumer characteristics on the intention to purchase foods at a Halal-certified restaurant.

• Halal certification

• halal consumer behavior

• purchase intention

• halal demand