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The purpose of this paper is to add to the body of knowledge about attitude and intention to choose a Halal product. Despite the importance of the Halal cosmetic market for both producers and consumers, the existing literature focusses on Halal food products, and only a limited number of studies exist about Halal cosmetic products. This study assesses the effects of knowledge and religiosity on attitudes towards Halal cosmetics products, as well as the effect of those attitudes on the intention to buy the Halal cosmetic products. This study also investigates the existence of differences between consumers’ attitudes towards Halal cosmetics and Halal food products.

This study used a self-administrated questionnaire with closed-ended questions. The questionnaire was distributed using non-probability convenience sampling. At the end of data collection period, a total of 110 usable questionnaires from Muslim respondents over the age of 18 years old were used for further analysis. To assess the relationship between knowledge, religiosity, attitude and intention, a structural equation modeling technique was used. And to investigate the difference between attitude and intention for Halal cosmetic and Halal food products, the pair sample t-test were applied.

The findings of the study show that the relationship between knowledge and attitude is insignificant, but there is a significant positive relationship between religiosity and attitude. From the lens of theory of reasoned action (TRA), this study indicates that there is a positive relationship between attitude and intention to choose Halal cosmetic products. This study also found a significant difference between consumers’ attitudes towards Halal cosmetics and attitudes towards Halal food products, as well as consumers’ intentions to choose Halal cosmetics and intentions to choose Halal food products among Malaysian consumers. Moreover, the results indicate that Malaysian consumers have more positive attitudes and intentions towards Halal food products than towards Halal cosmetic products.

Because the sample of the study is limited to consumers from one country (Malaysia), it is suggested that the future studies choose their samples from consumers in different countries.

The results of the study give implication to firms competing in the cosmetic industry. Religiosity is one of the main factors that should be taken into account in promoting their cosmetic products. Also, as the relationship between attitude and intention to choose Halal cosmetics is similar to the relationship for Halal foods, marketers may try similar ways to promote both the products. However, the attitude and intention to choose Halal cosmetics is still lower than Halal foods.

The result of this study provides an insight for the Malaysian consumers to realize whether knowledge and religiosity have any relationship towards consumers’ attitudes towards Halal cosmetic products. The results also provide information to consumers that they are more likely to have stronger attitudes towards Halal food products than the cosmetic products. This study will be significant to the consumers, the importer and exporter, the producer and marketer and the researcher as well as the government.

This study is the first study which has assessed the antecedents and consequence of consumers’ attitude towards Halal cosmetic products in one model. Moreover, this research is among the first attempts to investigate the significant difference in Malaysian consumers’ attitude and intention between Halal cosmetic and food products.

The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM).

The positivist paradigm approach has been used to test the proposed mediation model using structural equation modelling. Responses of 313 Indian Muslim women who read reviews shared on various social media platforms before making any halal cosmetics purchase intention have been used for the final analysis. Mediation was tested using bootstrapping.

The findings of the study revealed that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal cosmetics purchase intention. However, it was observed that this mediation was partial in the context of eWOM quality, eWOM valence and eWOM consistency. Furthermore, for eWOM quantity, the mediation effect was full as the direct impact of eWOM quality on halal cosmetics purchase intention was not significant but its indirect impact on the latter via attitude was found to be significant.

This study adds to the marketing communication literature, especially in the context of eWOM. The study also validates ELM theory in explaining the attitude that shapes the halal cosmetics purchase intention, thus the current study enriches the ELM literature.

The current study offers several implications for halal cosmetics marketers. It offers various suggestions to them on how to capitalize on eWOM as it influences Indian Muslim women’s purchasing intention for halal cosmetics by shaping their attitude towards such cosmetics favourably.

With reference to halal cosmetics, the current study offers a new perspective by examining the purchasing intention for such cosmetics based on various drivers of eWOM. The attitude towards halal cosmetics as a mediator has helped in better explaining the purchase intention for halal cosmetics.

The purpose of this study is to examine how halal marketing affects intention and to assess the mediating effects of halal awareness and halal attitude on the relationship between halal marketing and intention towards halal cosmetics.

This study adopted a quantitative methodology and used a convenience sampling approach to acquire data from 266 respondents from different regions of Bangladesh. The survey was conducted from December 2022 to February 2023. The data were analysed and hypotheses were tested using partial least square structural equation modelling.

The findings suggested that all the formulated hypotheses were significant, indicating that halal marketing positively influenced intention towards halal cosmetics. Moreover, the relationship between halal marketing and consumers’ intentions to buy halal cosmetics was mediated by halal awareness and attitude.

The practical implications of this study are pertinent for Bangladeshi marketers of halal cosmetics. The results of this study will enable the manufacturers and marketers in the halal cosmetics industry to better target their respective customer base. The findings suggest that marketers of halal cosmetics should focus on creating awareness and fostering positive attitudes towards halal products among consumers.

This research has incorporated and tested the impact of halal awareness and halal attitudes as mediating constructs on intention towards halal cosmetics and found both constructs exert a statistically significant impact. Moreover, this paper investigated the halal marketing construct as a higher-order construct consisting of different components of marketing, while previous studies have been found to consider halal marketing as a first-order construct.

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.

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.

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.

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.

The purpose of this study is to analyze millennial generation purchase behavior on halal cosmetic products in Indonesia.

The research approach used is a quantitative approach with the research method in the form of a survey and the sampling technique using purposive sampling. The respondents in this study are 206 Muslim females of the millennial generation. Structural equation modeling (SEM) with AMOS software is used for analyzing the data of this study.

This study found that of the 11 hypotheses tested, 10 of them were accepted: H1, H2, H3, H4, H6, H7, H8, H9, H10 and H11. The accepted hypotheses are the influence of perceived value on trust, brand image on trust, brand image on attitude, religious belief on attitude, halal certification on halal awareness, trust on attitude and halal awareness on attitude. As for trust, attitude toward product, halal awareness affects the intention to purchase halal cosmetics. Moreover, H5 was not accepted, namely, the influence of religious belief on halal awareness. The findings of this study are expected to contribute to the development of marketing theory, specifically related to consumer behavior of halal cosmetic products, as well as the development of the concept of consumer behavior based on demographics, namely, the millennial generation.

This study is more comprehensive than previous studies, and this study is focused on the millennial generation.

This paper aims to investigate the antecedents of Muslim millennial’s purchase intention for halal-certified cosmetics and pharmaceutical products by expanding the theory of reasoned action (TRA) through the inclusion of religiousity (RG), halal knowledge and halal certification as the exogenous constructs in addition to TRA’s subjective norm, with attitude as the mediating variable.

A sample of 403 Muslim millennial customers of cosmetics and pharmaceutical products from the Greater Jakarta area, Indonesia. The data were analysed using partial least squares method.

Based on the study, attitude fully and/or partially mediates all the exogenous variables. RG and subjective norm are found to have no direct and significant relationship to purchase intention, but they indirectly affect the latter through attitude. Finally, both halal knowledge and halal certification have partial mediation with purchase intention through attitude as the mediating variable.

By understanding the relationships between the latent constructs, halal players in the industry could use the findings to better comprehend the urgency and importance of the halal aspects of their products, particularly halal certification, with regards to the Muslim millennials, and devise appropriate policies and strategies to capture the increasingly potential slice of the market.

The extant literature on halal products has mostly examined the food industry, and little attention has been given to the halal cosmetics and pharmaceutical products, inspite of its growing importance in Indonesia as the world’s largest halal market. Unlike earlier studies on the topic, this study also limits its focus on the Muslim millennial consumers, which is arguably the most potential and lucrative share of the halal market.

The purpose of this study is to investigate the relationships among individual religiosity, shopping value, attitude and online purchase intention in the context of halal cosmetics products.

This study used a purposive sampling method to collect data. A total of 201 Indonesian Muslim female respondents participated in this survey. Structural equation modeling is used to assess the fit of the framework.

This study confirms the fitness of Stimuli-Organism-Reaction (SOR) framework in predicting the online purchasing behavior in the context of halal cosmetics products. Individual religiosity and hedonic shopping value are found to have a positive and significant effect on all types of attitudes, and attitudes were confirmed to have a positive and significant effect on online purchasing intention of halal cosmetics products.

This study indicates that in a Muslim majority country such as Indonesia, an understanding of individual religiosity, shopping value and attitude provide relevant insight and scope for marketers to provide techniques to reduce dissonance of non-availability of halal cosmetics brand, especially in the online shopping environment.

This study extends the applicability of SOR framework in which it integrates the role of religiosity, shopping value and attitude in predicting online shopping behavior of halal cosmetics products.

This study aims to reveal how consumers and shoppers are negative toward alcohol, animal fat, producers and certification issues concerned with halal cosmetics products.

In total, 527 students of 4 public universities and a medical college across Bangladesh took part in a survey and 150 shoppers from 2 cities participated in the face to face interview with the structured questionnaires. Frequency distribution was used for categorical and numerical data, and the chi-square test with a binary logistic regression model has tested the association between gender and attitudes toward halal cosmetics. Besides, narratives of Sharīʿah regarding alcohol, meat, fat and halal certification have helped understand the halal issue.

In total, 83% of the respondents perceived negative attitudes against haram animal fat followed by alcohol (74%) and animal fat (64%). The chi-square test shows that consumers held a significant association toward haram animal fat, (p-value 0.000) alcohol, (p-value 0.000) non-Muslim producers (p-value 0.000) and non-Muslim countries (p-value 0.026). Imperatively, the binary logistic regression model has found a significant negative association to haram animal fat (ß2 −0.295) and alcohol (ß1 −0.200).

Marketers ought to avoid haram animal fat in halal cosmetics besides focusing on alcohol freeness. Also, non-Muslim marketers need to be extra cautious in showcasing their identities. However, Islamic marketers will enjoy a competitive advantage in the halal market because of their demographic factors.

Islamic principles on alcohol, meat, fat and certification potentially can help other stakeholders sense the halal norms.

This study has blended the elements of Sharīʿah with empirical evidence to shed light on the fundamental and trust factors for the marketing of halal cosmetics products.

This paper aims to assess customer loyalty towards halal cosmetics using three integrated loyalty routes of product quality, emotional attachment and religious determinants.

The data for this study were gathered from 457 s cosmetics customers. Variance-based structural equation modelling was applied to assess the association between product quality, emotional attachment, religiosity, customer satisfaction and customer loyalty.

This study reveals that for halal cosmetics, customer loyalty is driven more by emotional attachment and product quality than by religiosity. Further, the religiosity does not moderate the relationship between customer satisfaction and customer loyalty. Finally, this study reveals that the impact of emotional attachment and product quality on customer loyalty is partly through strengthening customer satisfaction.

This study provides an opportunity for halal cosmetics managers to increase customer loyalty through the development of emotional attachment and product quality. To develop customer loyalty towards their halal cosmetic products, this study suggests that halal cosmetics managers should offer high-quality products and continuously innovate their cosmetic products.

This is an early empirical study attempting to examine the link between religiosity and customer loyalty in halal cosmetic products.

This study aims to determine direct and indirect ways of strengthening consumer’s halal buying behaviour. For this, the researchers explore the role of religiosity and consumers’ personal norms on consumers’ attitudes and halal buying behaviour. The study also reconnoiters the mediating role of consumer attitudes.

With a structured questionnaire, a survey was conducted to collect data on consumer attitudes, personal norms and halal buying behaviour. Finally, 229 valid questioners were retained for data analysis. The structural equation modelling technique was used for data analysis using SmartPLS 3.0 software.

The result of this study suggests that consumers’ attitude towards halal purchase depends on consumers’ personal norms and religiosity. Further, the role of consumer attitudes and religiosity on the halal buying behaviour of consumers is significant. However, the personal norm is not a significant predictor of halal buying behaviour. Consumer attitudes mediate the relationships between personal norms and halal buying behaviour, as well as religiosity and halal buying behaviour.

The findings of the present study indicate that consumers’ personal norms and religiosity are the important determinants of consumer attitude and behaviour towards halal purchase. Marketers of halal products and services should focus on strengthening consumers’ attitudes and religiosity to influence consumer behaviour towards halal purchase.

In light of recent research studies on the halal purchase, the present research finds the essential predictors of consumers’ halal purchase attitude and behaviour. The study also reveals that consumer attitude is an important role in strengthening halal buying behaviour, as it has both direct and indirect impact halal buying behaviour.