Determinants of purchase intention of halal cosmetic products among Generation Y consumers


Khan @ Thandar Oo, Nasreen and Sarwar, Abdullah and Tan, Booi Chen (2021) Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12 (8). pp. 1-16. ISSN 1759-0833

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Purpose–Halalcosmetic products are considered as innovation and revolution in the cosmetic industry asthey offer high-quality products that follow thehalalcompliance and meet the strict scientific guidelines.However,halalcosmetic brands are still facing challenges in their positioning and are unable to identify howto encourage customers to buy. Although there is an increasing awareness towards the use ofhalalcosmeticsamong the Generation Y consumers, the factors that might stimulus their purchase intention ofhalalcosmetics is still ambiguous. Besides, there is a lack of well-established study on the role of religious belief asa predictor to Generation Y consumers’purchase intention. To address the gap, this study aims to propose amodel to reveal the distinctive factors that influence the purchase intention ofhalalcosmetics amongGeneration 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 proposedmodel was tested using partial least squares structural equation modelling.Findings–This study discovered that ingredient safety followed by thehalallogo is very importantpredictor for the purchase intention ofhalalcosmetic products among Generation Y consumers. Unexpectedly,this studyfinds that religious belief plays the least important role in purchase intention.Research limitations/implications–This studyfills 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 basedon the importance of safety ingredient withhalallogo as unique attributes of the product. It also suggestsmarketers 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/motivationsprior to engaging in certain behaviour. Hence, this study looks into religious belief as a means of motivationand one of the important determinants of TPB.

Item Type: Article
Uncontrolled Keywords: Consumer behavior
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Business (FOB)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 20 Dec 2020 14:57
Last Modified: 02 Dec 2021 15:00


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