Customers’ Awareness towards Intention to Purchase Halal Cosmetic Products among Netizen in Malaysia

Abstract

Muslim consumers are inceasingly becoming more aware of the importance of using Halal Cosmetic Products. Muslims take better care of their appearance overall, including their faces. The concept of Halal has wider applications than just the food industry. The ingredients used in cosmetics and personal care products are the single most important factor for Muslim customers to think about. Because of this, halal cosmetics are becoming increasingly popular among Muslim consumers. The objective of this study was to identify the relationships between dimensions of attitude, subjective norms and perceived behavioral control and brand awareness on intention to purchase. Correlation and Multiple Regression were used to examine the relationship between independent variables and dependent variable. The analysis revealed that attitude was the most influential component of customer awareness on the purchase intention. Other dimensions such as subjective norms, perceived behavior control and brand awareness were not purchase intention among netizen in Malaysia.