Halal Cosmetics Adoption among Young Muslim Consumers: A Case Study in Kulim, Kedah

A meta-analytical study on the role of religiosity on purchase intention in the theory of planned behavior

“…The study adds to the context of religiosity and consumer behavior in a holistic manner through a set of 48 papers which vary in the study of segments like Islamic financial services (Ustaahmetoğlu, 2020), interest-based banks (Yuksel et al ., 2017), food and beverages (Nurhayati and Hendar, 2019), durable goods and luxury products (Shahid et al , 2018), cosmetics (Kamarudin et al , 2020) and fashion and apparel (Rahmawati and Fitriani, 2021). Thus, this is a consolidation of all products targeted at the Muslim population and gives a more holistic picture than a limited single category examination of individual papers.…”

“…This study has been able to accumulate research papers which take into account the halal and non-halal products to analyze the impact of religion on these two different categories of products. This is the first meta-analytical study, as per the author’s knowledge, to be exploring the impact of religious inclinations on PIs of consumers (Bukhari et al , 2020; Kamarudin et al , 2020). There is no study which compiles the summarization of the impact of religion on the factors of TPB through a technique of meta-analysis.…”

“…Further, when it comes to the studies on the topic of impact of Islam religion on consumption pattern, there is a majority of studies that concentrate only on one service category like the purchase of financial instruments or products categories like food (Nurhayati and Hendar, 2019) as per the Shariah law and its impact on marketing strategies. Religiosity has been studied in the context of impacting consumer behavior, for various products and services in the past like the Islamic financial services (Ustaahmetoğlu, 2020), interest-based banks, foods and beverages (Nurhayati and Hendar, 2019), durable goods, luxury products (Shahid et al , 2018), cosmetics (Kamarudin et al , 2020) and fashion and apparel (Rahmawati and Fitriani, 2021). Individual studies are limited to the research in a particular category of products or services, but there is no study in the past that studies these products and services in totality when it comes to judging the impact of religiosity among all products taken as a whole.…”

“…Ajzen (1991) indicated that additional predictors may be included in the TPB model if they capture a significant portion of a variation in individual behavior. However, most of the prior philosophies and theories of buyer behavior have ignored the impact of Islamic religion or religious beliefs (Bukhari et al , 2020; Kamarudin et al , 2020). Further, adding to the above discussion, many scholars have also highlighted the need to study Islamic religiosity in the context of TPB, in more detail.…”

“…While religion and consumption behavior continue to be a part of identical discussions, the scholarly fraternity is yet to establish a confirmatory role that Islamic religion plays in the consumption of halal products. While few scholarly works have identified the role played by religion in the context of the TPB to impact the purchase behavior of consumers(Kamarudin et al , 2020), contradictory studies have also divulged that religiosity as a factor is inconsequential in PI of consumers (Awan et al , 2015). Where some studies state the incline of technological breakthroughs as a reason to deviate from the impact of Islamic religion while purchasing a product (Ashraf et al , 2015), some studies state the age of the young consumers and their upper social class as a contextual factor leading to an apprehensive and brand-conscious behavior which negates the impact of the Islamic religion on their purchase behavior (Bukhari et al , 2020).…”