The CEO of Australia's Quantas airline has said he'll continue to campaign for same-sex marriage even after a Christian objector rubbed a pie in his face at a business breakfast.

Alan Joyce was attacked by Tony Overheu, national director of the Western Australia branch of the Full Gospel Business Men's Fellowship International and a senior member of the Church of Christ. Overheu objected to Joyce's position on gay marriage, telling 7 News after the incident: 'There's some really crude stuff going on here and Joyce has been very much leading the issue.'

He had previously read a statement on Perth radio station 6PR in which he criticised Qantas and other companies for promoting same-sex marriage, which he described as 'corporate bullying aimed at social engineering'. 'Alan Joyce is paid $13 million to run airlines not bulldoze Australia socially against its will,' he said, adding he believed middle Australia shared his views.

'The individual has become overridden in our society by major special interest groups,' he said.

He chose a lemon meringue pie as he thought it would do least damage, he explained later, adding that his family was outraged by what he had done and his wife was 'at my throat' because of it.

While he did not react at the time, Joyce said later he has no intention of overlooking the incident, though Overheu has apologised for his action. He told reporters: 'The police are continuing their investigation and my intention is to send a message that this type of behaviour isn't acceptable and that I will have every intention of pressing charges.'

'Qantas has always spoken up on gender issues, on LGBTI issues, on Indigenous issues,' he said.

'And no attempt at bullying us into suppressing our voice will work.'

Attempts to introduce same sex marriage in Australia have been bogged down in parliament, with plans for a plebiscite blocked by the Senate last year.