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Determinants of purchase intention towards halalcertified cosmetic products among nonMuslims

Chukwuebuka Ibeabuchi (Department of Business and Management, Universiti Sultan Zainal Abidin, Terengganu, Malaysia)
Amauche Ehido (Department of Business and Management, Universiti Sultan Zainal Abidin, Terengganu, Malaysia)
Olawole Fawehinmi (Department of Business, Economics and Social Development, Universiti Malaysia Terengganu, Terengganu, Malaysia)
Osaro Aigbogun (Department of Management, Marketing and Digital Business, Curtin University Malaysia Campus, Miri, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 24 June 2024

49

Abstract

Purpose

There is paucity of research on the significant criteria that non-Muslims consider when purchasing halal cosmetics. Consequently, this paper aims to apply the theory of planned behaviour (TPB) and the health belief model (HBM) to investigate the effects of subjective norms (SN), perceived behavioural control (PBC), halal certification and health consciousness on attitude; as well as the impact of attitude on promoting the intention to purchase halal cosmetic products among non-Muslims.

Design/methodology/approach

Data collection involved the use of a web-based survey of 238 non-Muslim respondents that are resident in Malaysia, a south east Asian country reputed for being the global hub for halal products. The proposed model was evaluated using Smart PLS 3.3.5.

Findings

According to the structural model results, halal certification, health consciousness and SN have significant relationships with attitude. In addition, there are significant relationships between attitude, health consciousness, SN and the intention to purchase halal cosmetic products. In contrast, there is no correlation between halal certification, PBC and intention to purchase halal cosmetics. Furthermore, attitude significantly mediates the relationships between halal certification, SN, health consciousness and intention to purchase halal cosmetics. However, attitude did not significantly fulfil the role of a mediator in the relationship between PBC and intention to purchase halal cosmetic products.

Originality/value

The study findings provide valuable insights to companies targeting non-Muslim markets. The study findings contend how halal cosmetic production/marketing companies may customize their marketing activities based on social and health perspectives, thereby increasing the consumers’ social expectations and confidence in halal cosmetics production standards and guaranteeing safety to influence their attitudes and quickly penetrate the new market for non-Muslim consumers who make a relatively unexplored population.

Keywords

Acknowledgements

Ethics statement: Before administering the survey to participants, assurance of data anonymity was assured and informed consent were sought from them.

Funding: There was no external funding for this research.

Citation

Ibeabuchi, C., Ehido, A., Fawehinmi, O. and Aigbogun, O. (2024), "Determinants of purchase intention towards halalcertified cosmetic products among nonMuslims", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-09-2022-0255

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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