Determinants of Intention to Purchase Halal Cosmetic Products: A Study on Muslim Women in West Malaysia

Abstract

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.

Research Trends and Opportunities of Halal Cosmetic: A Systematic Literature Review

“…According to the result, it showed that Malaysia had the highest rank in the research of halal cosmetics. Referring to Wei et al (2020), Malaysia was one of the earliest countries that had awareness and moved forward to halal cosmetics. Despite this, Malaysia had developed some synchronized strategies to enhance the halal cosmetic industry such as established Halal Industry Development Corporation (HDC) to assist in developing strategies and expanding more market on the halal industry.…”

Analisis Faktor yang Mempengaruhi Keputusan Pembelian, Studi Empirik Kosmetika Wardah

“…Sertifikasi pada produk kosmetik halal juga menjadi peranan penting bagi produsen di Malaysia. Konsumen akan lebih percaya menggunakan suatu kosmetik halal, jika produk tersebut telah memiliki sertifikat dari badan resmi Malaysia seperti JAKIM (WEI et al, 2020). Milenial di Malaysia bersikap proaktif pada produk kosmetik.…”

Determinant of Purchase Intention Through Online on Halal Cosmetic

“…Furthermore, given the limited understanding in this area, the current study examines the role of religiosity as a moderator and that of trust in the form of a mediator (Wei, Mohamad & Kuah, 2020) between attitude toward using online and purchase intention through online platform system in halal cosmetic. Thus, the extended original TAM is accumulating trust and religiosity as other variables that affect consumer purchase intention online in halal cosmetics and is more comprehensive compared with previous studies.…”