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Drivers of behavioral intention among non-Muslims toward halal cosmetics: evidence from Indonesia, Malaysia, and Singapore

Dina Fitrisia Septiarini (Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia)
Ririn Tri Ratnasari (Faculty of Economics and Business, Center for Halal Industry and Digitalization, Universitas Airlangga, Surabaya, Indonesia)
Marhanum Che Mohd Salleh (Kulliyyah of Economics and Management Sciences, Kuala Lumpur, Malaysia)
Sri Herianingrum (Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia)
Sedianingsih (Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia)

Journal of Islamic Accounting and Business Research

ISSN: 1759-0817

Article publication date: 16 August 2022

Issue publication date: 2 February 2023

1861

Abstract

Purpose

This study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.

Design/methodology/approach

This study uses a quantitative survey approach to 400 respondents consisting of 400 non-Muslim millennials in Indonesia, Malaysia and Singapore who have to buy halal cosmetics two years later. The sampling technique is purposive sampling. The analysis technique used in this study is structural equation modeling.

Findings

This study showed that halal logo, halal awareness and halal brand image have an effect on customer attitude. Then, the halal logo, halal awareness and halal brand image have an influence on behavioral intention. The existence of this positive signal has provided a great opportunity for businesses to make profits by meeting the demand for the halal market. Consumption of halal cosmetics produced by manufacturers attracts many non-Muslim consumers because of the safety, comfort and cleanliness of product ingredients, which of them must be given by the halal product, especially for cosmetics.

Research limitations/implications

This study broadens the understanding of the attitudes and behavioral intentions of non-Muslim consumers toward halal cosmetic products. Furthermore, this research has provided a deeper interpretation of non-Muslim understanding of halal logos, halal brand images and halal awareness which have been minimal in research studies.

Originality/value

This study contributes to the literature related to the behavioral intentions of millennial non-Muslim consumers for halal cosmetics. Therefore, respondents in the study were specific, that is, non-Muslims who are millennial generation in the Indonesia, Malaysia and Singapore context.

Keywords

Acknowledgements

The authors thank to Universitas Airlangga-Indonesia for giving full support for research operationalism until being considered for publication in the journal.

Funding: This work was supported by Internal Research Grant, Universitas Airlangga - Indonesia, with Faculty Excellent Research Scheme.

Citation

Septiarini, D.F., Ratnasari, R.T., Salleh, M.C.M., Herianingrum, S. and , S. (2023), "Drivers of behavioral intention among non-Muslims toward halal cosmetics: evidence from Indonesia, Malaysia, and Singapore", Journal of Islamic Accounting and Business Research, Vol. 14 No. 2, pp. 230-248. https://doi.org/10.1108/JIABR-02-2021-0064

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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