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.

Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. Building the brand equity becomes an important source of differentiation. It is widely recognized the important role of brand image in establishing brand awareness and brand attitude. Numbers of research are still debating on relationship among the dimensions of brand equity and yet no conclusive decision has been made. The purpose of the research is to investigate the relationship among the dimensions of brand equity and propose a model that predicts the purchase intention in fashion industry. The result confirms the casual relationship among the dimensions of brand equity. Interestingly perceived quality rather than brand image has stronger impact on brand loyalty and brand loyalty rather than perceived quality has stronger impact on purchase intention. This study contributes the original model of customer based brand equity of Aaker by introducing brand image as one of the assets to measure the brand equity concept. Strategic guidelines are provided to managers in building the brand loyalty.

Since the past two decades, Generation Y consumers have become global marketers’ interest due to their spending power and high likely to engage in impulse buying behaviour. Very little research investigates the impulse buying behaviour of Generation Y and existing research do not look into the possible factors of impulse buying behaviour as an integrative approach. The main objective of the research is to integrate all the possible factors with its dimensions and examine its simultaneous relationship with impulse buying behaviour. A survey questionnaire was administered to convenient sample of 250 Generation Y consumers of fashion apparel. The results show that demographic factor (gender) has the strongest impact on impulse buying behaviour, followed by situational and personal factors. Interesting finding is that demographic factor (income); situational factor (social influence) and personal factor (extraversion) do not stimulate impulse buying behaviour of Generation Y.  These findings may enable global marketers to develop an effective market segmentation strategy.

Purpose This paper aims to investigate the influence of five environment-related factors on green restaurant patronage intention (IN) among restaurant patrons in Malaysiaxd. Design/methodology/approach The unit of analysis was individual restaurant patrons who dined at casual dining restaurants when the survey was conducted. Among the 600 questionnaires distributed, a total of 500 were deemed usable and sufficient for data analysis. Descriptive, reliability, exploratory and confirmatory factor analyses were used to analyze the data. Findings Respondents were concerned about the welfare and interests of others and demonstrated a positive attitude toward the environment and green purchasing. However, these three factors do not influence IN. Conversely, specific attitudes toward green restaurant practices and green purchase behavior determine such intention. This shows that a specific attitude measure serves as a better and closer predictor to predict a specific behavioral intention in a green restaurant setting, as compared to the general attitude measures. The results also indicated that green buyers who were engaged in purchasing green products will continue to dine at green restaurants in the future. Practical implications The finding provides an insight to the restaurant operators to access the feasibility of entering in the green market. Originality/value Although the predictive power of physiological factors such as environmental values, attitudes and behavior on the pro-environment-related behavior has been researched extensively in the past, very limited studies had investigated those factors simultaneously in the context of IN.

PurposeThe purpose of this study is to propose a research framework to examine the effects of consumer consciousness, food safety concern and healthy lifestyle on the attitudes toward eating “green” simultaneously in a single study. Besides, the mediating role of healthy lifestyle in forming a positive attitude toward eating “green” is also examined in this study.Design/methodology/approachA questionnaire-based approach was applied in this study. The unit of analysis was individual consumer (aged 18 years and above) who lived in Klang Valley, Malaysia. PLS-SEM was used to test the structural relationship of the constructs in the model based on the 300 useable data collected.FindingsThe results indicated that health consciousness, food safety concern and healthy lifestyle have a significant effect on attitudes toward eating “green”, whereas environmental and price consciousness did not have such effect. A healthy lifestyle also mediates the relationship between health consciousness and attitude toward eating “green”. An individual’s healthy lifestyle that focused on physical health-related activities will increase the effect of consumer health consciousness on their attitudes toward eating “green”.Practical implicationsThe outcome of this study provided deeper insights for firms to assess the feasibility of entering or expanding their operations in the green market with more enduring and effective sales and marketing strategies.Originality/valueConsumers’ acceptance of or resistance toward organic food had become the centre of the research focus by the academician and the industrial practitioners over the years, despite the inconsistencies of the results obtained to predict such behavior. In this study, besides examining the direct effect of the proposed variables on the attitudes toward eating “green”, the mediating role of a healthy lifestyle in forming such attitudes was also examined.