A man who smashed a lemon meringue pie into the face of Qantas chief executive Alan Joyce during a business forum in Perth says he wanted to make a statement about same-sex marriage.

Tony Overheu, a former farmer, walked onto the stage and launched the pie at Mr Joyce while he was addressing a crowd of about 500 people at a Hyatt business breakfast.

Police have charged the 67-year-old with providing false details, but Mr Joyce told reporters today he intended to press assault charges.

"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," he said.

"I have every intention to continue to be vocal on those social and community issues.

"It's important for our shareholders, our employees, and our customers. It's called good corporate social responsibility.

"I'm a big believer in the great Australian expression a fair government it's all about giving people equality.

"Qantas has always spoken up on gender issues, on LGBTI issues, on Indigenous issues and we will continue to do so and no attempt at bullying us into suppressing our voice will work."

No remorse expressed: Joyce

Mr Joyce said Overheu did not appear to be remorseful.

Loading

"I believe he sent me an email ... and I believe there has been an apology coming in but I'm not sure there's any regret at the issue that has occurred."

Overheu, from the southern Perth suburb of Willeton, said he was opposed to Qantas' campaign in favour of same-sex marriage and wanted to make a statement.

"On the west coast, there's very limited opportunity to have connection with national figures," he said.

"From my reading, it would appear that Alan Joyce is very much part of a network trying to subvert the federal parliamentary process around the issue of marriage equality."

Overheu has not been charged with assault over the incident. ( AAP: Gregory Roberts )

Overheu said the Qantas chief executive was a "top operator", but felt Mr Joyce was "bulldozing" middle Australia.

In March, Mr Joyce was one of 20 chief executives of some of Australia's largest companies who signed a joint letter in support of marriage equality.

"Alan Joyce is a very active individual in this process [towards marriage equality] and in that context he was appropriate [to target]," Overheu said.

"I've never done that sort of thing, I'm a law-abiding person, but I think this is part of inevitable pushback.

"When the community is grumpy, figures who are overstepping the line have got to anticipate there will be pushback in some shape or form.

"The broad community have had a gutsful."

Overheu said he emailed Mr Joyce and companies involved in Wednesday's event to unreservedly apologise for his behaviour.

"It was a very serious action to take and if it was going to be an effective statement, then it needed to be done in a manner that hit target, in a sense, without causing any injury," he said.