A STUDY ON AWARENESS AND INTENTION TO PURCHASE HALAL COSMETICS PRODUCTS AMONG MALAYSIANS

Abstract

The term halal cosmetics are getting popular around the world not only to women but also to man regardless of race. In buying cosmetics, consumers are not only concerned about the price and quality, but also on ingredients used in their cosmetics products. In view of that, this study aims to examine the factors that affect the purchase intention of Malaysian consumers in the context of halal cosmetics products. The questionnaires were distributed to 300 Muslim and non-Muslim consumers in Klang Valley using a convenience sampling technique. A Pearson correlation test was carried, and the results showed a significant relationship between consumers’ awareness and intention to purchase halal cosmetics. Furthermore, the ANOVA-test showed that there is a significant difference among race and intention to purchase halal cosmetics. This study will provide the cosmetics industry with a greater knowledge of the consumer’s behaviour towards halal cosmetics. Thus, this will share knowledge of these industries to produce halal cosmetics products which meet the consumers’ expectation. Furthermore, this study will strategies their marketing activities which can increase their profit and contribute to corporate social responsibility.