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Determinants of Muslim consumers’ halal cosmetics repurchase intention: an emerging market’s perspective

Shadma Shahid (Canadore College, Brampton, Canada)
Mohammad Ashraf Parray (Department of Management Studies, Islamic University of Science and Technology, Awantipora, India)
George Thomas (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh Saudi Arabia)
Rahela Farooqi (Centre for Management Studies, Jamia Millia Islamia (A Central University), New Delhi, India)
Jamid Ul Islam (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh, Saudi Arabia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 17 January 2022

Issue publication date: 10 February 2023




Due to a staggering growth rate in the recent past, halal products have attained a significant attention of marketers across countries. However, marketing practitioners seek to have detailed understanding of what drives consumers of different demographics towards this product category so as to better market and position themselves in the competitive landscape. Correspondingly, this study aims to provide insights into the Muslim women consumers’ halal cosmetics purchase behaviour and examines the variables (and their interplay) when purchasing such products.


The data for the study were collected through a self-administered questionnaire from 371 Muslim respondents from India. The data were analysed through structural equation modelling using AMOS 22.0 SEM software.


The findings of this study reveal that religious knowledge, religious commitment and halal certification(s) affect consumers’ actual purchase behaviour of halal cosmetics, which subsequently drives their repurchase intention. The findings further reveal a non-significant effect of religious orientation with both the actual purchase behaviour and repurchase intention towards halal cosmetics. Additionally, actual purchase behaviour of halal cosmetics is found to positively affect customers’ repurchase intentions.


Despite the recent growth of overall beauty industry, this particular segment of halal cosmetics has a huge potential given the phenomenal preference that Muslim consumers have shown in such niche. Therefore, this paper contributes towards examining the key factors influencing consumers purchase behaviour towards halal cosmetics in India that can be capitalized on.



The third and the fifth author would like to acknowledge Prince Sultan University, Saudi Arabia for their support.


Shahid, S., Parray, M.A., Thomas, G., Farooqi, R. and Islam, J.U. (2023), "Determinants of Muslim consumers’ halal cosmetics repurchase intention: an emerging market’s perspective", Journal of Islamic Marketing, Vol. 14 No. 3, pp. 826-850.



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