Investigation of Factors Affecting Generation Z’s Halal Cosmetics Adoption

Abstract

It is estimated that the Muslim population, which is currently 1.6 billion in total, will reach 2.2 billion in 2030. For this reason, the Muslim population has significant potential in terms of the halal cosmetics sector, as in many other sectors. In addition, the more Muslim population is turning to halal cosmetic products that are not tested on animals, symbolizing cleanliness. In addition to Muslim consumers, consumers also demand halal cosmetic products for various reasons. Since the world halal cosmetics market is expected to reach approximately 54 billion dollars in 2024, the efforts of brands and companies in the halal cosmetics market are increasing. Brands and companies aware of this potential are trying to get a bigger share of the Muslim cosmetic products market with the products they develop. However, industry brands have significant problems motivating consumers to buy halal cosmetics, but consumer behaviour is a complex and dynamic process. The same is true when it comes to halal cosmetic products. Many factors affect consumers’ choice of halal cosmetic products. It is important for brands that want to be successful in the sector and get more shares to learn more about the factors affecting the halal cosmetics demand of Muslim consumers. Only in this way would it be possible for brands to create the right marketing strategies. Generation Z, who is constantly interacting with the world due to their technological competencies and continuously following the developments in every field, is the most important target group for brands. Especially in recent years, Generation Z has been a focused area of research in human resources, marketing, and business strategies. Turkey is a country with a predominantly Muslim population. Generation Z among the Muslim population in Turkey is a potential market for halal cosmetics. Therefore, it is of great importance for cosmetic brands to understand the factors that affect the behaviour of Generation Z to adopt halal cosmetics. Therefore, this study aimed to determine the factors affecting Generation Z’s halal cosmetics adoption. The research was carried out with 550 participants living in Istanbul with the online survey method in November and December 2021. The results showed that product characteristics, social influence, and consumer innovativeness significantly affected Generation Z’s halal cosmetics adoption. Religiosity did not affect their halal cosmetics adoption.