The push, pull, and mooring effects toward switching intention to halal cosmetic products
Article publication date: 28 July 2022
The paper aims to investigate the push, pull and mooring effects towardswitching intention to halal cosmetic products.
The rapid growth of the halal industry in Muslim and non-Muslim countries opens a new market for cosmetic companies. For Muslims, using halal cosmetics is one of the religious orders, which their behavior relies on religious values. However, consuming nonhalal cosmetic products is still popular among Muslim consumers. The data are gathered through an online self-administered questionnaire. The total sample is 220 Indonesian females with an 88% response rate. Then, partial least squares structural equation modeling is used to analyze the data.
The result showed that regret, perceived value and religious beliefs influence the switching intention behavior to use halal cosmetics products. While dissatisfaction influences regret, and the brand also influences perceived value.
The paper provides several factors that are still rarely investigated previously in the context of halal cosmetics literature, such as perceived value and brand image (Handriana et al., 2020). Hence, these factors contribute significantly to the intention of Muslim consumers to switch to halal cosmetics.
The paper was partially supported by the students of Islamic Banks Department as the enumerators. the paper was funded by the authors.
Al-Banna, H. and Jannah, S.M. (2022), "The push, pull, and mooring effects toward switching intention to halal cosmetic products", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-12-2021-0392
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