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The contribution of this study is two-fold. First, we draw on attribution theory to develop a model for predicting how the knowledge, emotions, and satisfaction that consumers have regarding halal cosmetics can influence their willingness to pay more and recommend the products to others.

Survey data from 278 Indonesian and 163 Malaysian female consumers were analyzed by means of structural equation modeling. Second, we test the moderation role of sign value using metric invariance across the two different source markets.

The results obtained confirm that consumers exhibit positive emotions when they possess knowledge about halal cosmetics and their quality. Testing the double moderation further reveals that consumers with a high sign value behave differently from those with a low sign value.

These findings present practical insights that can be used by retailers and marketers in their strategies to boost the sale of halal cosmetics.