Religiosity Strengthens the Relationship Between Brand Recognition and Buying Intention Toward Halal Personal Care and Cosmetic Products

Abstract

AbstractThe rising of Halal cosmetics industry in Indonesia has shown significant growth to meet the demand of Muslim women. However, past research reveals a low demand for Halal personal care and cosmetic products due to a lack of brand recognition of Halal brands. Thus, this study intends to examine the factors affecting buying intention of Halal personal care and cosmetic products among Muslim Women in Indonesia. The research will primarily concentrate on evaluating the moderating effects of religiosity on the buying intention of Halal personal care and cosmetic products in correlation with brand recognition. A Partial Least Squares Structural Equation Modelling (PLS-SEM) technique was used to analyse based on data collected from 304 Muslim women from DKI Jakarta, Banda Aceh and Medan. The findings have shown that religiosity strengthens the relationship between brand recognition and buying intention towards Halal products (personal care and cosmetic). It was found that when the customers’ religiosity is high, their awareness toward Halal brand of personal care and cosmetic products will be high as well. This will result in a positive buying intention. The study helps the marketers to win Muslim women with a high religiosity by offering Halal brands (brand with Halal logo and certification), especially the Halal personal care and cosmetic products.KeywordsPersonal Care and CosmeticHalalBrand RecognitionReligiosity and Buying Intention