Modelling Halal Cosmetics Purchase Intention among Millennial Female Consumers

Abstract

Thai millennial female Muslims’ Halal cosmetic purchase intentions are examined in this study. A quantitative research approach was used. A self-administered survey questionnaire was used for purposive sampling. This research utilized the diffusion of innovation theory (DOI), theory of planned behavior (TPB), and theory of reasoned action (TRA) to explain millennial female Muslims’ Halal cosmetics purchasing intention. The research results suggest that PV, PU, innovativeness, attitude, and Halal awareness influence Halal cosmetic purchase intent. An independent samples test was also given to Islamic studies or other disciplines. Both groups were reflective of millennial female Muslims’ cosmetic spending habits and had similar Halal cosmetic purchase goals. This research provides evidence-based knowledge to enable Halal cosmetics policymakers and practitioners to choose features and functions that users will completely embrace. This study’s findings may also help Halal cosmetics companies choose product types, designs, and features. This study improves Halal product marketing with two unique focuses. Cosmetics are less studied than Halal food, so it starts there. Second, it considers millennial female Muslims, who are likely to buy more specifically than other millennials. This study’s novelty is in considering these two aspects, which are pertinent to contemporary business marketing arguments.