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Article
Publication date: 28 July 2022

Hasan Al-Banna and Syayyidah Maftuhatul Jannah

The paper aims to investigate the push, pull and mooring effects towardswitching intention to halal cosmetic products.

Abstract

Purpose

The paper aims to investigate the push, pull and mooring effects towardswitching intention to halal cosmetic products.

Design/methodology/approach

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.

Findings

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.

Originality/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.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 21 April 2022

Muhammad Yaseen Bhutto, Myriam Ertz, Yasir Ali Soomro, Mussadiq Ali Ali Khan and Waheed Ali

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…

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.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 4 November 2021

Adlin Masood and Aisyah Zaidi

This study aims to identify and examine the growth constraints of the halal cosmetics ecosystem in which SMEs are operating in, with special focus on the situation in Malaysia.

Abstract

Purpose

This study aims to identify and examine the growth constraints of the halal cosmetics ecosystem in which SMEs are operating in, with special focus on the situation in Malaysia.

Design/methodology/approach

The study adopted a qualitative methodology consisting of a systematic literature review and interviews with selected consumers and policymakers. The instruments were developed based on cybernetics and a systems-based approach, which allows for the understanding of the dynamics of growth variables in the halal cosmetics ecosystem. Based on data gathered, their relationships were mapped and major growth constraints were identified.

Findings

Cybernetics and systems approach coupled with growth diagnostics framework has enabled identification of comprehensive growth constraint variables for halal cosmetics ecosystem and mapping of growth constraints (variables) in a relationships network. The study found that the enforcement activities of the National Pharmaceutical Research Agency (Cosmetics Unit) directly affect five growth constraints and is associated with three other growth constraint variables; subsequently the most binding growth constraint. The relationship network derived from the mapping of the growth constraints indicated that changes in the behaviour of any element will affect the overall operations of the ecosystem.

Research limitations/implications

While the cosmetics industry is large and varied, this study is centred on halal colour cosmetics only. The growth constraint variables studied are those chosen by researchers and other growth constraints could be studied to guide policymakers. Future research can revolve around other halal cosmetics business sectors; impact of IR4.0 technology, COVID-19 pandemic impact; crisis and risk management issues, in the halal cosmetics industry.

Practical implications

The results derived from the cybernetics analysis affirms the “outside-in” marketing perspective, thus stakeholders should continuously monitor changes in the halal cosmetics ecosystem to ensure to ensure sustainability and profitability. Small and medium enterprises (SMEs) and policymakers can initiate pre-emptive actions by conducting simulations of various situations on the halal ecosystem.

Social implications

Enabled to simulate the effect of changes to the halal cosmetics ecosystem, stakeholders are able to take intervention initiatives, safeguard accessibility to halal cosmetics and make the halal cosmetics industry sustainable.

Originality/value

To the best of the authors’ knowledge, this is the first comprehensive research to identify the growth constraints of the halal cosmetics industry in Malaysia that focusses on three groups of stakeholders (consumers, SMEs and government institutions) concurrently. The growth constraints relationship network of the halal cosmetics ecosystem can be further used to simulate the impact of changes within the system.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 4 November 2021

Anubha

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…

1376

Abstract

Purpose

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).

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 5 August 2019

Suraiya Ishak, Ahmad Raflis Che Omar, Kartini Khalid, Intan Safiena Ab. Ghafar and Mohd Yusof Hussain

The purpose of this study is to describe cosmetics purchase behavior of young, educated Muslim females in Malaysia and to explore its relationship with certain potential…

3078

Abstract

Purpose

The purpose of this study is to describe cosmetics purchase behavior of young, educated Muslim females in Malaysia and to explore its relationship with certain potential antecedents.

Design/methodology/approach

This study uses a survey on a sample of female consumers from four higher education institutions in the urban area of Bangi Selangor, Malaysia. From their respective institutions, 150 respondents were selected through the purposive sampling method. Self-administered questionnaire has been used to gather information from the respondents. The survey data were analyzed using descriptive, t-test and correlation analyses to accomplish the study objectives.

Findings

The study indicates that millennial Muslim cosmetic purchase behavior falls under the “Limited Decision Making” classification. The classification is due to the pattern of pro-active behaviors exhibit through the information search for details about ingredients, halal clue, countries of origin, health safety guarantee and the benefits of the cosmetic products. Young, educated female consumers adore branded cosmetic items and show willingness to accept higher prices for the branded items. Despite brand consciousness, they demonstrate a relatively high concern on the halalness of the product. Based on the correlation analysis, all variables were found to be significant and the most significant of them was brand.

Research limitations/implications

Millennial consumers are information technology savvy and have access to vast information about products. As a result, the findings reiterate that millennial consumers demonstrate different purchase behavior, which is worth exploring by future researchers. In addition, other latent antecedents such as religiosity and world view are worth including in future studies.

Practical implications

Cosmetic manufacturers and marketers must ensure that their products signal positive images to fit the expectations of young and educated Muslim consumers. Although brand conscious, such consumers demonstrate prudent behavior in terms of searching for halalan and toyyiban products.

Originality/value

This study adds value in the area of halal product marketing because of two unique focuses. First, it examines the purchase of cosmetic products, which are relatively understudied compared to halal food. Second, it considers the perspectives of educated Muslim millennials, who are expected to demonstrate more specific purchase behaviors than a generalized millennial group. Therefore, the originality of this study revolves around the consideration of these two aspects, which are relevant to contemporary business marketing discussions.

Details

Journal of Islamic Marketing, vol. 11 no. 5
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 1 July 2020

Nasreen Khan, Abdullah Sarwar and Booi Chen Tan

Halal cosmetic products are considered as innovation and revolution in the cosmetic industry as they offer high-quality products that follow the halal compliance and meet…

3155

Abstract

Purpose

Halal cosmetic products are considered as innovation and revolution in the cosmetic industry as they offer high-quality products that follow the halal compliance and meet the strict scientific guidelines. However, halal cosmetic brands are still facing challenges in their positioning and are unable to identify how to encourage customers to buy. Although there is an increasing awareness towards the use of halal cosmetics among the Generation Y consumers, the factors that might stimulus their purchase intention of halal cosmetics is still ambiguous. Besides, there is a lack of well-established study on the role of religious belief as a predictor to Generation Y consumers’ purchase intention. To address the gap, this study aims to propose a model to reveal the distinctive factors that influence the purchase intention of halal cosmetics among Generation Y in Malaysia.

Design/methodology/approach

The population for this study consisted of Generation Y consumers. A closed-ended questionnaire was used for data collection from a sample of 262 respondents. The proposed model was tested using partial least squares structural equation modelling.

Findings

This study discovered that ingredient safety followed by the halal logo is very important predictor for the purchase intention of halal cosmetic products among Generation Y consumers. Unexpectedly, this study finds that religious belief plays the least important role in purchase intention.

Research limitations/implications

This study fills the gap in the theory of planned behaviour (TPB) by improving its limitation through considering the unbiased determinant of behaviour i.e. religious belief.

Practical implications

This study recommends cosmetics companies to position their products based on the importance of safety ingredient with halal logo as unique attributes of the product. It also suggests marketers to understand the right promotion strategy to be used in targeting the right market segment.

Originality/value

TPB is only based on cognitive processing and it ignores one’s needs/motivations prior to engaging in certain behaviour. Hence, this study looks into religious belief as a means of motivation and one of the important determinants of TPB.

Details

Journal of Islamic Marketing, vol. 12 no. 8
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 28 May 2020

Dwi Suhartanto, David Dean, Ira Siti Sarah, Raditha Hapsari, Fatya Alty Amalia and Tintin Suhaeni

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

1160

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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

Details

Journal of Islamic Marketing, vol. 12 no. 8
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 28 May 2020

Tanti Handriana, Praptini Yulianti, Masmira Kurniawati, Nidya Ayu Arina, Ratri Amelia Aisyah, Made Gitanadya Ayu Aryani and Raras Kirana Wandira

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

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Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Originality/value

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

Details

Journal of Islamic Marketing, vol. 12 no. 7
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 9 March 2015

Azmawani Abd Rahman, Ebrahim Asrarhaghighi and Suhaimi Ab Rahman

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…

10237

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Social implications

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.

Originality/value

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.

Details

Journal of Islamic Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 16 August 2022

Dina Fitrisia Septiarini, Ririn Tri Ratnasari, Marhanum Che Mohd Salleh, Sri Herianingrum and Sedianingsih

This study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.

Abstract

Purpose

This study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.

Design/methodology/approach

This study uses a quantitative survey approach to 400 respondents consisting of 400 non-Muslim millennials in Indonesia, Malaysia and Singapore who have to buy halal cosmetics two years later. The sampling technique is purposive sampling. The analysis technique used in this study is structural equation modeling.

Findings

This study showed that halal logo, halal awareness and halal brand image have an effect on customer attitude. Then, the halal logo, halal awareness and halal brand image have an influence on behavioral intention. The existence of this positive signal has provided a great opportunity for businesses to make profits by meeting the demand for the halal market. Consumption of halal cosmetics produced by manufacturers attracts many non-Muslim consumers because of the safety, comfort and cleanliness of product ingredients, which of them must be given by the halal product, especially for cosmetics.

Research limitations/implications

This study broadens the understanding of the attitudes and behavioral intentions of non-Muslim consumers toward halal cosmetic products. Furthermore, this research has provided a deeper interpretation of non-Muslim understanding of halal logos, halal brand images and halal awareness which have been minimal in research studies.

Originality/value

This study contributes to the literature related to the behavioral intentions of millennial non-Muslim consumers for halal cosmetics. Therefore, respondents in the study were specific, that is, non-Muslims who are millennial generation in the Indonesia, Malaysia and Singapore context.

Details

Journal of Islamic Accounting and Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0817

Keywords

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