To read the full version of this content please select one of the options below:

Evaluating negative attitudes of the students and shoppers towards halal cosmetics products

Mohammad Mominul Islam (Department of Marketing, Faculty of Business Administration, EXIM Bank Agricultural University Bangladesh, Chapainawabganj, Bangladesh)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 24 March 2021



This study aims to reveal how consumers and shoppers are negative toward alcohol, animal fat, producers and certification issues concerned with halal cosmetics products.


In total, 527 students of 4 public universities and a medical college across Bangladesh took part in a survey and 150 shoppers from 2 cities participated in the face to face interview with the structured questionnaires. Frequency distribution was used for categorical and numerical data, and the chi-square test with a binary logistic regression model has tested the association between gender and attitudes toward halal cosmetics. Besides, narratives of Sharīʿah regarding alcohol, meat, fat and halal certification have helped understand the halal issue.


In total, 83% of the respondents perceived negative attitudes against haram animal fat followed by alcohol (74%) and animal fat (64%). The chi-square test shows that consumers held a significant association toward haram animal fat, (p-value 0.000) alcohol, (p-value 0.000) non-Muslim producers (p-value 0.000) and non-Muslim countries (p-value 0.026). Imperatively, the binary logistic regression model has found a significant negative association to haram animal fat (ß2 −0.295) and alcohol (ß1 −0.200).

Practical implications

Marketers ought to avoid haram animal fat in halal cosmetics besides focusing on alcohol freeness. Also, non-Muslim marketers need to be extra cautious in showcasing their identities. However, Islamic marketers will enjoy a competitive advantage in the halal market because of their demographic factors.

Social implications

Islamic principles on alcohol, meat, fat and certification potentially can help other stakeholders sense the halal norms.


This study has blended the elements of Sharīʿah with empirical evidence to shed light on the fundamental and trust factors for the marketing of halal cosmetics products.



The author takes pleasure to show his whole-hearted gratitude to Dr A.K.M. Golam Rabbani Mondal, Professor and Chairman of the Department of Marketing,University Rajshahi; Md Enamul Haque, Associate Professor, Department ofMarketing, Khulna University; Md Abul Kalam, Associate Professor, Department of Marketing, Hajee Mohammad Danesh Science and Technology University, Dinajpur; and Sheikh Majedul Haque, Associate Professor, Department of Marketing, Begum Rokeya University of Rangpur for collecting data from the students. The authoralso wants to thank Nure Jannat Nishu, a third-year student at Dhaka Medical College, for collecting data from her friends. The author especially recognizeshis students of sixth and seventh batches of Bachelor of Business Administration major in Marketing for their struggle to collect data from the consumers at shopping centers from Rajshahi and Chapainawabganj cities. Imperatively, the author sincerely thanks the reviewers whose comments and suggestions helped improve this research paper.


Islam, M.M. (2021), "Evaluating negative attitudes of the students and shoppers towards halal cosmetics products", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited