Behavioural Intention to Purchase Halal Cosmetics Products in Malaysia

Purpose: The objective of this study was to identify the intention of Malaysia population to purchase halal cosmetics products in the market. There is little knowledge about what factors may affect personal care products the intention of Muslim customers to purchase these items Theoretical framework: Recent literature has reported consumers' opinions and intentions toward halal food goods are more favourable than their attitudes and intentions toward halal cosmetics. Design/methodology/approach: The convenience sampling method was used and a total of 521 participants was collected for this study. Participants consent was obtained electronically before they begin filling out questionnaires. Two sections were included which Part A : Socio demographic information; Part B : Halal Awareness , halal certification, exposure, product knowledge and health reason. Findings: This research concluded that exposure, halal certificates and product knowledge has given an impact on the awareness of population in Malaysia to buy halal cosmetic products. In other hand, the health reason found to be insignificantly influences awareness of halal cosmectic products among the population. Research, Practical & Social implications: We suggest a future research agenda and highlight the contributions of cosmetics products seller to be aware on the needs of halal certification for their products Originality/value: The results indicate that exposure, halal certificate and product knowledge are important variables that can increase awareness towards halal cosmetic. While the health reason is not an important predictor to the awareness towards halal cosmetic.