Attitude, repurchase intention and brand loyalty toward halal cosmetics

Abstract

Purpose This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the consumer’s attitude toward halal cosmetics. Important predictors such as trust on halal cosmetics, quality of halal cosmetics and religious beliefs of millennial Muslim female consumers shape consumer attitude. Design/methodology/approach The present study used the quantitative research design and deductive approach to collect the data from 275 halal cosmetics users in Pakistan by using a judgmental sampling approach. Findings Findings of the study provide useful insights for both theory and practice. The results support product quality, religious belief and trust on halal cosmetics as predictors of consumer’s attitude toward halal cosmetics that further develop consumers’ repurchase intention, which in turn enhances their overall brand loyalty. Besides, the findings also show that consumer repurchase intention has a mediating effect between consumer attitude toward halal cosmetics and consumer brand loyalty. Practical implications The current study helps in advancing practitioners’ understanding of female consumers’ brand loyalty in the halal cosmetics context. This study is considered to be greatly helpful for managers to gain knowledge about how repurchase intention and brand loyalty of millennial Muslim female consumers can be developed in the halal cosmetics segment, especially in the case of Pakistan. Originality/value Brand loyalty has been investigated by previous studies through different predictors and antecedents. This study contributes to the literature of brand loyalty by empirically examining and validating the different antecedents of consumer attitude that are accountable for creating consumer brand loyalty in the domain of halal cosmetics within the Pakistani cultural context. The current study also enhances the previous scholarly understanding on halal cosmetics by investigating the mediating role of consumer repurchase intention of halal cosmetics that further extends the discussion for both theory and practice.

Analysis of Purchase Intention With Attitude Toward Halal Products as a Mediating Variable in the Indonesian Ice Cream Industry

“…This study found that the religiosity variable in the ice cream industry did not affect attitudes toward halal products. It contradicts previous research that Religiosity can explain the factors of attitudes toward halal products (Hussain et al, 2023;Nurhayati & Hendar, 2020;Putri et al, 2019). However, the conditions of this study are the same as research conducted by (Rizkitysha & Hananto, 2022), that Religiosity cannot significantly explain the attitude variable towards halal products.…”

“…Furthermore, the findings in this study also stated that brand trust can significantly influence attitudes toward halal products. This finding follows previous studies that stated the same Hussain et al, 2023;Limbu et al, 2012;Lin, 2011). This can happen because brands with a good reputation in compliance with halal standards and product quality can build consumer trust.…”

“…Therefore, building a trustworthy Halal brand allows companies to appeal to customers emotionally and create an attitude towards halal products (Asgari & Borzooei, 2013). It aligns with several studies stating that brand trust can explain customer attitude (S. Hussain et al, 2023;Limbu et al, 2012;Lin, 2011). So, the following hypothesis in this study is: H3: There is a significant influence between brand trust and attitude towards halal products.…”

“…Therefore, companies must know what customers like and dislike and know and do not know about the halal food products offered (Sriminarti & Nora, 2018). Many studies have stated that attitude towards halal products can explain purchase intention (Ahmadova & Aliyev, 2021;Bashir, 2019;Hussain et al, 2023;Öztürk, 2022;Putri et al, 2019;Sriminarti & Nora, 2018) Therefore the following hypothesis in this study is: H4: There is a significant influence between attitude towards halal products and purchase intention.…”

“…This concept explains that "the extent to which a person has a favorable or unfavorable evaluation or assessment of the behavior in question" is an attitude (Vizano et al, 2021). Attitudes toward halal food products mean the focus or direction of customers toward products based on consumer interests and preferences for Indonesian Ice Cream Industry halal food (Hussain et al, 2023). Therefore, companies must know what customers like and dislike and know and do not know about the halal food products offered (Sriminarti & Nora, 2018).…”