Communicating about halal products to non-Muslim consumers – the role of fit and scepticism

Globalization and migration have increased the Muslim population in many European countries and thereby the desire for products that meet religious needs. Several retailers have responded by offering halal products. Thereby, they also foster the inclusion of their Muslim customers as an act of corporate social responsibility (CSR). Yet, consumers are often sceptical regarding the motives of companies for CSR activities. This study addresses the question how the perceived fit between a company and its offering of halal products affects consumers' cognitive and behavioural responses and how scepticism that the company offers halal products only for self-serving reasons impacts this effect. A total of 212 consumers in Austria completed an online survey. The results suggest that company-halal fit is a key factor in determining how consumers respond to a retail company's initiative to offer halal food products. We found that a better perception of the company-halal fit results in a more favourable CSR image. This relationship is partially mediated by consumer scepticism about the company's motives. Higher fit decreases scepticism about the company's motives, while higher scepticism reduces the effect of company-halal fit on the CSR image. Moreover, results reveal a positive link between CSR image and word-of-mouth behaviour.