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To stay or to switch: the mediation effect of scepticism on switching intention to halal cosmetics from the perspective of the pull-push-mooring theory

Nur Raudhatul Jannah Mohd Shelahudin (Marketing Department, Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, Terengganu, Malaysia)
Abdul Hafaz Ngah (Marketing Department, Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, Terengganu, Malaysia)
Samar Rahi (Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan)
Serge Gabarre (College of Arts and Sciences, University of Nizwa, Nizwa, Oman)
Safiek Mokhlis (Marketing Department, Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, Terengganu, Malaysia)
Jassim Ahmad Al-Gasawneh (Department of Marketing, Applied Science Private University, Amman, Jordan)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 4 June 2024

65

Abstract

Purpose

The purpose of this paper is to extend the Push-Pull-Mooring (PPM) theory to identify the factors influencing Muslim customers’ switching intention to halal-certified cosmetics.

Design/methodology/approach

A snowballing sampling method was used to distribute an online questionnaire via social media platforms. Of 403 questionnaires, only 363 were usable. SmartPLS 4 was used to analyse the data using a structural equation modelling approach.

Findings

The findings of this paper confirmed that social influence and scepticism have a positive effect on the switching intention to halal cosmetics. However, compatibility with current cosmetic products has a negative effect on the switching intention to halal cosmetics. On the other hand, negative side effects and negative past experiences have a positive effect on scepticism. Scepticism was also found to mediate the relationship between negative side effects and negative past experiences toward the switching intention to halal cosmetics.

Practical implications

The findings of this study primarily benefit cosmetics manufacturers, whether halal-certified or otherwise.

Originality/value

This study extends the PPM theory with negative side effects and negative past experiences. Moreover, this study also introduces new relationships and untested relationships between scepticism and switching intention. This study shows the mediating effects of scepticism on the relationship between negative side effects and negative past experiences toward switching intention.

Keywords

Citation

Mohd Shelahudin, N.R.J., Ngah, A.H., Rahi, S., Gabarre, S., Mokhlis, S. and Al-Gasawneh, J.A. (2024), "To stay or to switch: the mediation effect of scepticism on switching intention to halal cosmetics from the perspective of the pull-push-mooring theory", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-09-2023-0288

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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