Purpose – This study has the objective to investigate the role of Islamic culture in marketing because of the large presence of Muslims in the world and, consequently, of the potentialities of this market. This research, considering this introduction, aims to: 1- underline the role of Halal certification in marketing decisions’; 2- identify the most relevant features of Muslims as consumers. Design/methodology/approach – This research is divided into two main parts. In the first one the authors have reviewed some of the most important studies relative to religion and marketing (in particular analysing the relationship between marketing and Islam principles) and those relative to Halal certification. In the second part, finally, this research shows the findings of a preliminary questionnaire administered to a sample of Muslim consumers in Bari, Italy: specifically this questionnaire explores the role and the knowledge of the Halal certification and how their religious principles influence their purchasing decisions. Originality/value – This methodology puts in evidence some important aspects to consider when the target group is represented by Muslim consumers. First of all a large percentage of the sample declared to consider the Islamic religious precepts during the purchasing process, showing that they are fundamental guidelines in their choices; moreover green is the colour they would prefer to identify Halal products. In reference to the Halal certification, data show that it is not much known by Muslims in Bari. The originality of this study lies in the fact that research on religion and marketing has been deepen only by a niche of scholars: religion represent an important cultural factor of peoples so it can have sociological implications also for marketing initiatives. In this perspective this study represents a contribution to understand better Muslims as consumers. Practical implications – The outcomes of the application show that it is essential to study the Islamic culture if marketers want to target Muslim consumers. This market, characterized by a large demand, represents an opportunity for companies in reference to Muslims who live in Western countries. From this point of view the Halal certification could represent an important marketing tool, on the condition that there is a marketing communication strategy, which has to become central to inform consumers, and a deeper survey on the profile of the Muslim consumer, in order to implement marketing initiatives more suitable for them.