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

What is it about?

Halal cosmetic brands are still facing the challenges in their positioning and unable to identify how to encourage customers to buy. Although there is increasing awareness towards the use of halal cosmetics among the generation Y consumers, there is still ambiguous the factors that might stimulus their purchase intention of halal cosmetics. Besides, there is a lack of well-established study on the role of religious belief as a factor to influence the young generation consumers nowadays. To address the gap, this study proposes a model to reveal the distinctive factors that influence the purchase intention of halal cosmetics among Generation Y in Malaysia. The targeted population of the study belongs to Generation Y. Data were collected using a close-ended questionnaire and a sample of 262 are used for the study. The proposed model based on the theory of planned behaviour (TPB) was tested using PLS-SEM. The study discovered that ingredient safety followed by the halal logo has a significant impact on purchase intention of halal cosmetic products among generation Y consumers. Unexpectedly, the study finds that religious belief plays the least important role in purchase intention. This research fills the gap to the theory of planned behaviour (TPB) by improving its limitation through considering the unbiased determinant of behaviour i.e. religious belief. This study recommends cosmetics companies to position its product 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. TPB is only based on cognitive processing and ignored one’s needs/motivation prior to engaging in certain behaviour. Hence, this research looks into religious belief as a means of motivation and one of the important determinants of TPB.

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