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Adoption of halal cosmetics: extending the theory of planned behavior with moderating role of halal literacy (evidence from Pakistan)

Muhammad Yaseen Bhutto (Business School, Shandong Jianzhu University, Jinan, China)
Myriam Ertz (Department of Economics and Administrative Sciences, University of Quebec at Chicoutimi, Chicoutimi, Canada)
Yasir Ali Soomro (Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia)
Mussadiq Ali Ali Khan (Faculty of Economics and Business, Universiti Malaysia Sarawak Fakulti Ekonomi dan Bisnis, Kota Samarahan, Malaysia)
Waheed Ali (School of Economics and Finance, Xian Jiaotong University, Xi’an, China)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 21 April 2022

Issue publication date: 11 May 2023

1136

Abstract

Purpose

The purpose of this study is to develop an extended theory of planned behavior (TPB) model by adding religious commitment (RC) and self-efficacy as internal variables and investigating the effect of these variables on attitudes toward halal cosmetics. In addition, this study also examined the moderating role of halal literacy in the relationships between attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC) and intentions to purchase halal cosmetics.

Design/methodology/approach

The method of data collection used was self-administered surveys with customers in two stores in Karachi, Pakistan, yielding 267 valid questionnaires. To guarantee validity and reliability, convergent and discriminant validity analyses were conducted, and structural equation modeling was advanced to assess the relationships between variables using smart partial least squares 3.0 software. The interaction moderation technique has been used to examine the moderating effect of halal literacy on the purchase intention (PI) of halal cosmetics.

Findings

The results show that RC and self-efficacy both significantly impact the attitudes of Gen Y. Normative beliefs also had a significant relationship with SN. Further, ATT and SN had a significant relationship with PI of halal cosmetics, while PBC was nonsignificant. Furthermore, halal literacy is found to have a positive moderating influence on ATT and PI, and SN and PI. Finally, the moderating effect of halal literacy does not exist in the relationship between PBC and PI.

Research limitations/implications

Participants’ characteristics should vary for future studies, and larger sample sizes may yield different results. It is critical for managers working in the cosmetic industry to monitor Muslim consumption patterns to develop strategies to reach Muslim consumers. This study reveals the effect of RC, self-efficacy and the moderating role of halal literacy on the behavioral attitudes of a booming market sector, which can guide marketing managers in developing more effective advertising campaigns.

Originality/value

This paper contributes to the halal consumption literature by exploring RC and self-efficacy as constructs for the very first time in the TPB model. To the best of the authors’ knowledge, this study is the first to explore the influence of halal literacy on Gen Y Pakistani Muslim consumer behavioral intention toward halal cosmetic products using the TPB model. The paper offers an extended TPB model framework that may be of interest to scholars, marketers and policymakers.

Keywords

Citation

Bhutto, M.Y., Ertz, M., Soomro, Y.A., Khan, M.A.A. and Ali, W. (2023), "Adoption of halal cosmetics: extending the theory of planned behavior with moderating role of halal literacy (evidence from Pakistan)", Journal of Islamic Marketing, Vol. 14 No. 6, pp. 1488-1505. https://doi.org/10.1108/JIMA-09-2021-0295

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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