Abstract
The goal of this research is to examine the effect of knowledge and religiosity on consumers’ attitude towards Halal cosmetic products. Furthermore, the influence between consumers’ attitude and their intention to use Halal cosmetic products is also explored. The Partial Least Square-Structural Equation Modelling (PLS-SEM) approach supported by Smart-PLS 2.0 was employed to evaluate the hypothesized model. This study conveys a strong message to cosmetic companies, particularly the producers, retailers, and distributors of cosmetic products regarding the imperative to foster better knowledge among consumers’ regarding Halal cosmetic products consumption. The path estimate results of the PLS-SEM approach revealed that attitude is the strongest predictor of consumers’ intention to use Halal cosmetic products. By having a positive attitude towards Halal cosmetic products, consumers’ always look for the Halal label when buying cosmetic products. This proposition is further strengthened when the people considered most important to them also use Halal cosmetic products. Further, it was revealed that they also hold a strong belief that using Halal cosmetic products is important to them, especially when the decision to use it is of their own choice. Further, consumers’ attitude towards Halal cosmetic products was impacted by aspects such as knowledge and religiosity. This study also informs on the benefits of fostering better knowledge among consumers’ regarding Halal cosmetic products consumption towards captivating more demand of product consumption from Muslim consumers. The possible direction for future research is also presented.
Highlights
In the Quran, “Halal” is referred to as legal or allowed
It has been reported that the sales value of cosmetic-related products is USD12 billion in the Middle East and there has been an upsurge in demand in both Indonesia and Malaysia, as well as in European markets, as acknowledge by Elasrag[2] and Rasid[3]
Arshia and Mohsin[6] stressed that there is a limited amount of research related to the Halal cosmetics environment, which applied the theory of reasoned action (TRA) model, as more emphasis had been given to Halal food products
Summary
In the Quran, “Halal” is referred to as legal or allowed. All foods that are mentioned in the Quran are Halal, except those that are mentioned as Haram, and banned[1]. Muslim consumers are faced with a wide selection of product and services that are provided in stores, including those of Halal and non-Halal products. Local brands appear to capture their own market segment by projecting the products as Islamic brands through the type of packaging used and being categorized as Muslim products, thereby being attractive to consumers seeking Halal products for their daily consumption[4]. The influence between consumers’ attitude and their intention to use Halal cosmetic products is explored. This empirical research delivers significant input to producers, retailers, and distributors of cosmetic products in understanding specific factors that affect and influence consumers’ attitude and intention towards Halal cosmetic products. The findings of this research will help them to increase demand for Halal cosmetic products among Muslim consumers. The final section provides a conclusion, implications of the study, and direction for future research
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