Revealing well-educated millenials' purchase intention on halal cosmetics: The role of knowledge, religiosity, and attitude

Purpose– The purpose of this paper is to add to the body of knowledge about attitude and intention to choose a Halal product. Despite the importance of the Halal cosmetic market for both producers and consumers, the existing literature focusses on Halal food products, and only a limited number of studies exist about Halal cosmetic products. This study assesses the effects of knowledge and religiosity on attitudes towards Halal cosmetics products, as well as the effect of those attitudes on the intention to buy the Halal cosmetic products. This study also investigates the existence of differences between consumers’ attitudes towards Halal cosmetics and Halal food products.Design/methodology/approach– This study used a self-administrated questionnaire with closed-ended questions. The questionnaire was distributed using non-probability convenience sampling. At the end of data collection period, a total of 110 usable questionnaires from Muslim respondents over the age of 18 years old were used for further analysis. To assess the relationship between knowledge, religiosity, attitude and intention, a structural equation modeling technique was used. And to investigate the difference between attitude and intention for Halal cosmetic and Halal food products, the pair samplet-test were applied.Findings– The findings of the study show that the relationship between knowledge and attitude is insignificant, but there is a significant positive relationship between religiosity and attitude. From the lens of theory of reasoned action (TRA), this study indicates that there is a positive relationship between attitude and intention to choose Halal cosmetic products. This study also found a significant difference between consumers’ attitudes towards Halal cosmetics and attitudes towards Halal food products, as well as consumers’ intentions to choose Halal cosmetics and intentions to choose Halal food products among Malaysian consumers. Moreover, the results indicate that Malaysian consumers have more positive attitudes and intentions towards Halal food products than towards Halal cosmetic products.Research limitations/implications– Because the sample of the study is limited to consumers from one country (Malaysia), it is suggested that the future studies choose their samples from consumers in different countries.Practical implications– The results of the study give implication to firms competing in the cosmetic industry. Religiosity is one of the main factors that should be taken into account in promoting their cosmetic products. Also, as the relationship between attitude and intention to choose Halal cosmetics is similar to the relationship for Halal foods, marketers may try similar ways to promote both the products. However, the attitude and intention to choose Halal cosmetics is still lower than Halal foods.Social implications– The result of this study provides an insight for the Malaysian consumers to realize whether knowledge and religiosity have any relationship towards consumers’ attitudes towards Halal cosmetic products. The results also provide information to consumers that they are more likely to have stronger attitudes towards Halal food products than the cosmetic products. This study will be significant to the consumers, the importer and exporter, the producer and marketer and the researcher as well as the government.Originality/value– This study is the first study which has assessed the antecedents and consequence of consumers’ attitude towards Halal cosmetic products in one model. Moreover, this research is among the first attempts to investigate the significant difference in Malaysian consumers’ attitude and intention between Halal cosmetic and food products.

Consumers have been spoiled by the quality of Halal products available on the market. However, existing literature has lacked recognition for consumer Halal cosmetic products. Therefore, this study enhances the body of knowledge about consumer attitude and intention to purchase Halal cosmetic products. Specifically, this article will discuss the moderating effect positioning has on attitude with purchase intention and subjective norms and purchase intention. While this study focuses on cosmetic products, it will also help to clarify situations of less favourable attitudes for Halal cosmetics compared to Halal food products. The study analyses a total of 359 valid questionnaires using partial least squares structural equation modelling. The analyses reveal that attitude and subjective norms have positive relationships with purchase intention for cosmetic products. This study confirms a significant relationship for baseline variables of Theory of Reason Action with consumer purchase intention. Product positioning is significantly prominent as a moderator in assessing the influence of attitude on consumer purchase intention. Halal cosmetic products have been well positioned in the market. In general, the findings provide a consumer perspective for Halal cosmetic product positioning that influences the purchase intention and moderates its relationship with attitude. Research limitations/implications – The study only focus on the consumers of Halal cosmetics by empirically validating the role of attitude and positioning on the prediction of purchase intention. Additionally, it proves the moderating role of positioning in the relationship between attitude and purchase intention. Thus, the perspective of consumers from other industries might provide different results. Practical implications – The study proves the importance of Halal positioning in influencing consumers attitudes towards Halal cosmetic products. Thus, marketing practitioners should leverage on a Halal positioning strategy to achieve competitive advantage.

The halal industry is an innovation in the business world that can increase economic growth in Indonesia. The halal industry market in Indonesia is now growing rapidly and has become an alternative choice among the public. Several industrial sectors that support the development of the halal industrial market include banking, food and beverage, Muslim fashion, health, and cosmetics. The topic that is the focus of this research is the cosmetics industry which has been certified halal. Halal cosmetics are one of the halal products that are being discussed and sought after by many people. In Indonesia, the halal cosmetics industry continues to experience significant development. Public interest in halal cosmetics is increasing along with public awareness of the importance of using halal products, especially cosmetic products. In order to meet the increasing consumer demand for halal cosmetic products, of course, producers will make various efforts to be able to provide quality products. Efforts to improve the quality of this product are aimed at maintaining and increasing consumer confidence in the halal cosmetic products he has chosen. Talking about efforts to increase consumer confidence in halal cosmetic products, there are several supporting factors that need to be studied. Therefore, in this study the researcher wanted to analyze the effect of the image of halal products, product design, and marketing strategies on the level of consumer confidence in halal cosmetics. This research is more focused on one of the brands of halal cosmetic products, namely Safi, where its products are well known by the wider community. The theoretical framework in this study uses the TOE (Technology, Organization, Environment) framework approach where each independent variable that affects is correlated with this concept. The method used is a quantitative method. Data collection was carried out by distributing questionnaires to respondents, in this case the consumers of Safi halal cosmetic products in Indonesia. This research was conducted using non-probability techniques. The test of this research is that the authors use SPSS 25.

Halal products are getting high demanding along with the emerging world e-commerce business not only within the Organisation of Islamic Cooperation (OIC) country but also the non-OIC country. Halal Development Corporation (HDC) estimated that Halal pharmaceutical will generate RM1.6 billion to Malaysia in 2025. Malaysia was among the top five countries produced halal cosmetics products which was influenced by the ecosystem of Malaysia that flourished with flora and herbal plantation. Youths were synonym to look beautiful and eager to try multi cosmetic products with various techniques to make-up as uploading in social media. This boosted demand for the cosmetic products to be sold in different outlets. Thus, this study is carried out to help with understanding of Muslim Sarawak youths’ awareness towards halal cosmetic products such as lipsticks, mascara, foundation and facial wash. Data is gathered using questionnaires distributed to 175 respondents randomly through snowball sampling. Descriptive analysis is conducted to know the youths’ awareness level and their knowledge in choosing and purchasing cosmetics products in Sarawak. As a conclusion, producing quality halal cosmetics products and awareness campaigns on halal cosmetics products is vital to cater the halal cosmetics demand in the world.

Purpose — This study aims to analyze the consumption behavior of halal cosmetic products, focusing on factors such as halal certification, trust, and awareness of halal practices.Method — The population for this research comprises residents of Jakarta who fall within the millennial generation category (born between 1980-2000). The research sample size will consist of 170 respondents selected through purposive sampling techniques. Data collection will be conducted through questionnaires, and the analysis will be performed using the Partial Least Square (PLS) analysis method.Result — Based on the study's findings, it can be concluded that halal certification has a positive and significant impact on both halal trust and awareness. Additionally, trust exhibits a positive and significant influence on the consumption of halal products, indicating that higher consumer trust is associated with increased consumer behavior in consuming halal cosmetic products. However, it was observed that halal awareness does not significantly affect consumption behavior. This implies that an increase in halal awareness does not necessarily correspond to a higher likelihood of consuming halal cosmetic products.Novelty — The unique contribution of this research lies in its focused analysis of the consumption behavior associated with halal products. This study builds upon previous research by delving into specific variables that impact behavior, particularly within the context of halal cosmetic products.

The demand on global halal cosmetics market is anticipated to reach USD 53 billion by the end of 2023. In fact, the rising awareness about percutaneous essence of conventional cosmetic products has made consumers shift to “halal” cosmetics. Malaysia is one of the country in providing full support to promote “halal” certification process on halal cosmetic products. Products certified “halal” by JAKIM are Halal products as it is safe to consume, nutritious and also the products are quality controlled. In accordance to it, the purpose of this research conducted is to identify the intention in consuming halal cosmetic products among Muslim females in West Malaysia. As aforementioned, this study has identified five factors that influence consumers’ intention in consuming halal cosmetic products. These factors served as independent variables namely functional value, conditional value, social value, epistemic value and emotional value which is extracted from the Theory of Consumption Value (TCV). This research employed a structured online survey targeting approximately 400 Muslim females from the age 16 to 60 years old in West Malaysia. Data obtained was analysed using Partial Least Square- Structural Equation Modelling (PLS-SEM). The findings revealed that conditional value, emotional value and epistemic value has positively contributed significantly on the intention in purchasing halal cosmetic products. On the other hand, functional value and social value has revealed being insignificant on intention to purchase halal cosmetic products. This study further contributed by providing a comprehensive theoretical framework on the intention to purchase halal cosmetic products.

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.

PurposeFew studies only focus on halal cosmetics, although several previous studies have examined halal food and beverages. This study aims to explore the relationship between knowledge, emotional attachment and religiosity on purchase intention, mediated by satisfaction and brand trust. This study stems from the theory of reasoned action (TRA), which merges the knowledge, emotional attachment, religiosity and purchase intention of halal cosmetics.Design/methodology/approachThe researchers distributed online questionnaires to respondents via Google Form using social media (Instagram)/messaging application (WhatsApp). The respondents were Indonesian and Malaysian millennial Muslims. The sampling technique used was purposive sampling. A total of 528 respondents were involved, consisting of 335 Indonesians and 193 Malaysians. However, data for 381 respondents were successfully screened for normality, outliers and multicollinearity. Furthermore, the data was used for examining the hypotheses proposed.FindingsThe results for Indonesian and Malaysian samples showed that there is a significant positive effect of knowledge, emotional attachments and religiosity on satisfaction and brand trust. But the Indonesia sample showed that there is no significant effect of religiosity on satisfaction. For Indonesia, there is a positive significant mediating role of satisfaction on purchasing intention. For Malaysia, there is no significant mediating role of satisfaction on purchasing intention. For Indonesia and Malaysia, there are positive significant mediating role of brand trust on purchasing intention.Research limitations/implicationsThe study compared consumers of the millennial generation in Indonesia and Malaysia with limited samples. For future research, it is suggested to exploring and combining non-Muslims and Muslims in the millennial generation and testing it in more than two countries.Practical implicationsThe study provides an accurate understanding of the relationships proposed, such as knowledge, emotional attachment and religiosity, on satisfaction, brand trust and purchasing intention of millennial Muslim woman consumers in Indonesia and Malaysia, because the millennial Muslim woman consumers in Indonesia and Malaysia had the same behavioral characteristics: Muslim consumers and product characteristics.Social implicationsThe study of halal cosmetics can provide a spiritual commitment for Muslims, who consciously prefer socio-religious values in choosing cosmetic products. Therefore, the halal label of the product is also a reason for social and religious values to increase the social awareness of the Muslim millennial generation in Malaysia and Indonesia.Originality/valueThis research discusses the antecedents and consequences of satisfaction and brand trust on the purchasing intention of halal cosmetics. The response of Muslim consumers to halal cosmetics has not been widely studied in Indonesia and Malaysia. Meanwhile, in Indonesia, the halal label on all products has recently been made mandatory by the Indonesian Ulema Council. Therefore, this research offers insights into the attitudes of Muslim consumers towards halal cosmetics products.

The halal lifestyle trend is rapidly growing around the world. With the increasing number of Muslims population, the demand for halal products is also increasing. This study aiming to analyze the factors that influence consumer purchase intention towards halal cosmetic products. The factors used are product knowledge, religiosity, and Islamic advertising ethics. This research was conducted at the State Islamic University of North Sumatra by distributing questionnaires to 90 students. The data were processed using descriptive analysis and Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach. The research results show that product knowledge, religiosity, and Islamic advertising ethics have a significant positive influence on the intention to purchase halal cosmetics. A person's knowledge of a product is accompanied by their adherence to religion, US well US cosmetics advertising which applies the ethical values of Islamic advertising which causes an increase in purchase intention. This research provides a more comprehensive understanding of consumer behavior related to halal products. The The results of this study are also useful for stakeholders of the halal cosmetics industry and researchers interested in this field. Future research can explore other factors that influence Muslim consumers' purchase intention towards halal cosmetics.

The global halal cosmetics market is projected to grow during the forecast period. However, the factors that influenced consumers in the world to opt for halal cosmetics remain ambiguous. The objective of this study was to understand the universal concept of halal cosmetics and a framework of critical points that influence consumers in purchasing halal cosmetic products. The method used was Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) Statement by using Web of Science and Scopus databases. This study extends the systematic literature review covering all variables in purchasing halal cosmetics as halal cosmetic is not simply a religious issue, but it is also an opportunity to increase sales and acquire a competitive advantage. This study found 14 articles that mainly discussed the critical points related to religiosity and product factors, that is, ingredient, halal logo, and halal certification as the highest driver in influencing consumers to purchase halal cosmetics. Other related factors in this study are price, promotion, place, social factors, and characteristics of consumers. These factors should be taken into consideration as they provide a plus point and an extra edge to local or international manufacturers to tap the global markets for halal cosmetic products that cater to both Muslims and non-Muslims communities. Cosmetic manufacturers and marketers must ensure that their products suit the expectation of consumers as todays halalan and tayyiban products are being searched rather than branded products due to their cleanliness, safety, and hygienic. This study is among the earliest study examining the factors of purchase intention in halal cosmetics using a systematic literature review method that integrates marketing stimulus (product, price, promotion, and place) and other stimuli (social, religious, and characteristics).

The development of halal products in Indonesia and the world is increasing, this has also increased students' interest in purchasing halal cosmetic products. This research aims to find out the influence of halal certificate, halal awareness, brand image, and religiosity on students' purchasing decisions about halal cosmetic products. The research method used is a quantitative approach with a sampling technique or purposive sampling of respondents, namely students who use halal cosmetics, data collection techniques using questionnaires distributed to 57 students of the Pondok Pesantren Salafiyah Abu Zairi Bondowoso. To analyze the research data, SPSS version 25.0 software was used. The research results show that halal certificate and brand imag, have a significant effect, while halal awareness and religiosity does not have a significant effect on the decision to purchase halal products. Keywords: Halal Certificate, Halal Awarness, Brand Image, Religiosity, On Decisions To Purchase

Introduction to The Problem: Most of Indonesia's population is Muslim, the number reaches 86.9% or 237.53 million people, among their needs, especially Muslim women, is cosmetics, the data shows that there is a very high gap between the number of halal cosmetic products and non-halal cosmetics circulating in the market, so not a few Muslim women who purchase non-halal cosmetics. Purpose/Objective Study: This study aims to determine (1) the effect of halal labels on purchasing decisions for halal cosmetic products (2) the influence of halal labels on interest in buying halal cosmetic products (3) the influence of buying interest on purchasing decisions for halal cosmetic products, and (4) the influence of halal labels on a decision to purchase halal cosmetic products through the mediation of buying interest. Design/Methodology/Approach: The method used in this research is descriptive quantitative, with a population of all students of the modern Islamic boarding school Assa'adah, Serang Regency, users of halal cosmetics, sampling technique using purposive sampling, and data collection techniques using questionnaires. The data was processed using Smart PLS 3.2.9 software and analyzed using the method of structural equation modeling (SEM) with partial least squares (PLS) approach. Findings: The results of this study indicate that(1) Halal labels have a positive effect on purchasing decisions for halal cosmetic products (2) Halal labels have a positive effect on interest in buying halal cosmetic products (3) Purchase intentions have a positive effect on purchasing decisions for halal cosmetic products, and (4) Halal labels have a positive effect on decisions purchase of halal cosmetic products through the mediation of buying interest.Paper Type: Research Article

PurposeThere is paucity of research on the significant criteria that non-Muslims consider when purchasing halal cosmetics. Consequently, this paper aims to apply the theory of planned behaviour (TPB) and the health belief model (HBM) to investigate the effects of subjective norms (SN), perceived behavioural control (PBC), halal certification and health consciousness on attitude; as well as the impact of attitude on promoting the intention to purchase halal cosmetic products among non-Muslims.Design/methodology/approachData collection involved the use of a web-based survey of 238 non-Muslim respondents that are resident in Malaysia, a south east Asian country reputed for being the global hub for halal products. The proposed model was evaluated using Smart PLS 3.3.5.FindingsAccording to the structural model results, halal certification, health consciousness and SN have significant relationships with attitude. In addition, there are significant relationships between attitude, health consciousness, SN and the intention to purchase halal cosmetic products. In contrast, there is no correlation between halal certification, PBC and intention to purchase halal cosmetics. Furthermore, attitude significantly mediates the relationships between halal certification, SN, health consciousness and intention to purchase halal cosmetics. However, attitude did not significantly fulfil the role of a mediator in the relationship between PBC and intention to purchase halal cosmetic products.Originality/valueThe study findings provide valuable insights to companies targeting non-Muslim markets. The study findings contend how halal cosmetic production/marketing companies may customize their marketing activities based on social and health perspectives, thereby increasing the consumers’ social expectations and confidence in halal cosmetics production standards and guaranteeing safety to influence their attitudes and quickly penetrate the new market for non-Muslim consumers who make a relatively unexplored population.

Halal cosmetics market in Indonesia has gained more and more attention and is driving global demand growth. Halal cosmetics awareness among female young adults in Indonesia is increasing in line with the rapid growth projection of the Indonesian Halal cosmetics market. However, factors playing a significant role in their purchase intention to buy Halal cosmetic products remain ambiguous. Furthermore, there is no well-established study in Indonesia that explored the role of brand image, promotion, and Halal logo as predictors of purchase intention. This study aims to address this gap and analyze the predecessors and consequences of aforementioned factors towards the purchase intention of Halal cosmetics in Indonesia, specifically among young Muslim women. Samples in this study were obtained by means of quota sampling technique with a total of 289 female Indonesian Muslim respondents aged 21 - 40 years old. Likert-type scale anchoring five-points was used to record the responses. The scale of 1 indicates strong disagreement and 5 indicates strong agreement. The analysis was conducted through Exploratory Factor Analysis and Multiple Regression Analysis on SPSS. This study discovered that promotion is an essential predictor of purchase intention of Halal cosmetic products within the young Muslim adult population in Indonesia. Unexpectedly, brand image plays an insignificant role in purchase intention. Moreover, theory of planned behavior provided insight into a theoretical vulnerability of subjective norm as predictor of purchase intention. As this topic is predominantly researched in Malaysia, there has been little to no studies done on this particular context in Indonesia. This study’s results are anticipated to provide meaningful contribution to the literature in evaluating the purchase intentions of Indonesian young Muslim women towards Halal cosmetics. Cosmetics brands and manufacturers may extract value from this study’s results to sharpen activity focus on variables closer to purchase intention.

Halal cosmetic industry is widely recognized as a significant global beauty and personal care market segment. Alongside the rapid growth, understanding consumer purchase intention toward products has become a key focus of academic investigations. Therefore, this systematic literature review aims to identify the key determinants of purchase intention and uncover prevailing trends in the context of halal cosmetic. Using the PRISMA principles, a total of 15 relevant studies were collected from the Scopus database. The results showed that purchase intention towards halal cosmetic products was influenced by various key determinants reflecting the interaction between internal and external factors. The most mentioned variables across various studies include religiosity, halal awareness, attitudes towards products, subjective norms, perceived behavioral control, as well as emotional and social values. In addition, external factors such as influencer impact, trust in halal logos, and digital marketing strategies also play a significant role in shaping purchase intention, both among Muslim and non-Muslim consumers. Based on the results, purchase intention towards halal cosmetic products cannot be explained in a single dimension, but rather from a complex dynamic between personal, psychological, social values, and exposure to marketing information. This literature not only identifies the main determinants of purchase intention for halal cosmetic products but also shows the evolving direction of investigation that is increasingly complex, interdisciplinary, and contextual, in line with the changing behaviors and expectations of modern Muslim consumers.