Evaluating negative attitudes of the students and shoppers towards halal cosmetics products

Abstract

PurposeThis study aims to reveal how consumers and shoppers are negative toward alcohol, animal fat, producers and certification issues concerned with halal cosmetics products.Design/methodology/approachIn total, 527 students of 4 public universities and a medical college across Bangladesh took part in a survey and 150 shoppers from 2 cities participated in the face to face interview with the structured questionnaires. Frequency distribution was used for categorical and numerical data, and the chi-square test with a binary logistic regression model has tested the association between gender and attitudes toward halal cosmetics. Besides, narratives of Sharīʿah regarding alcohol, meat, fat and halal certification have helped understand the halal issue.FindingsIn total, 83% of the respondents perceived negative attitudes against haram animal fat followed by alcohol (74%) and animal fat (64%). The chi-square test shows that consumers held a significant association toward haram animal fat, (p-value 0.000) alcohol, (p-value 0.000) non-Muslim producers (p-value 0.000) and non-Muslim countries (p-value 0.026). Imperatively, the binary logistic regression model has found a significant negative association to haram animal fat (ß2 −0.295) and alcohol (ß1 −0.200).Practical implicationsMarketers ought to avoid haram animal fat in halal cosmetics besides focusing on alcohol freeness. Also, non-Muslim marketers need to be extra cautious in showcasing their identities. However, Islamic marketers will enjoy a competitive advantage in the halal market because of their demographic factors.Social implicationsIslamic principles on alcohol, meat, fat and certification potentially can help other stakeholders sense the halal norms.Originality/valueThis study has blended the elements of Sharīʿah with empirical evidence to shed light on the fundamental and trust factors for the marketing of halal cosmetics products.