Determinants of consumer adoption of halal cosmetics: A systematic literature review

Abstract

Background:The global halal cosmetics market is projected to grow during the forecast period. However, the factors that influenced consumers in the world to opt for halal cosmetics remain ambiguous. Objectives:The objective of this study was to understand the universal concept of halal cosmetics and a framework of critical points that influence consumers in purchasing halal cosmetic products. Method:The method used was Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) Statement by using Web of Science and Scopus databases.This study extends the systematic literature review covering all variables in purchasing halal cosmetics as halal cosmetic is not simply a religious issue, but it is also an opportunity to increase sales and acquire a competitive advantage.Results: This study found 14 articles that mainly discussed the critical points related to religiosity and product factors, that is, ingredient, halal logo, and halal certification as the highest driver in influencing consumers to purchase halal cosmetics. Other related factors in this study are price, promotion, place, social factors, and characteristics of consumers. These factors should be taken into consideration as they provide a plus point and an extra edge to local or international manufacturers to tap the global markets for halal cosmetic products that cater to both Muslims and non-Muslims communities.Practical Implications: Cosmetic manufacturers and marketers must ensure that their products suit the expectation of consumers as todays halalan and tayyiban products are being searched rather than branded products due to their cleanliness, safety, and hygienic.Originality/Value: This study is among the earliest study examining the factors of purchase intention in halal cosmetics using a systematic literature review method that integrates marketing stimulus (product, price, promotion, and place) and other stimuli (social, religious, and characteristics).

Moderated mediation role of ethnicity on natural skin care products purchasing intention model among multicultural consumers

“…Halal safety certificate refers to presence of the Halal emblem on products, which denotes a testing procedure based on the qualification of Halal products to ensure compliance with Halal Islamic consumers’ product requirements [ 62 ]. A few Southeast Asian studies indicated that Halal safety certificate and attitudes toward Halal products substantially affected the buying intention for cosmetic products [ 62 , 64 , 65 ]. However, Ahmad et al showed that knowledge of the products’ Halal logo does not significantly affect consumer intention in purchasing cosmetic products [ 62 ].…”

The Trend of Halal Cosmetics Supply Chain Research in a Decade: A Systematic Review and Bibliometric Analysis

“…Mohd Subri et al (2022) applied the SLR analysis to the area of halal cosmetics by focusing on the research trends and opportunities of halal cosmetics. Meanwhile, Isa et al (2023) conducted an SLR on the research related to consumer adoption of halal cosmetics. Therefore, the SLR analysis in this research area is necessary.…”

“…According to Isa et al (2023), the industry of halal cosmetics is a rapidly growing segment of the global cosmetics industry, driven by the increasing demand from Muslim consumers who want to use products that align with their religious beliefs and values. Halal cosmetics are popular not only amongst Muslim consumers but also among non-Muslims who want natural and organic products.…”

Do consumers need halal label? Evidence from small and medium enterprises segment in a major Muslim environment

“…The influence of close peers contributes to Muslim preferences toward halallabeled products (Kasri et al, 2023). Despite having preferences toward a particular brand, they tend to consider their peer's recommendations to choose a genuinely halal brand, represented by a halal logo (Isa et al, 2022). Also, opinions from others considered as close friends or essential people encourage them to seek the halal label before purchasing (Suleman et al, 2021):…”

“…HPI mediates the relationship between PBC and BI. Wilson and Grant (2013) Social pressure motivates individuals to act according to their religious peer group to search for the halal label before making any purchase decision Isa et al (2022) Muslims tend to consider their peer's recommendations to choose genuinely halal brand, represented by a halal logo Suleman et al (2021) Opinions from others considered as close friends or important people encourages Muslims to seek the halal label before making a purchase H6 : PBC positively influences HPI Saville and Mahbubi (2021) Widely available halal products, mainly due to certification policy, enable Muslim consumers to seek the halal-labeled products Ahmadova and Aliyev (2021) The greater PBC over genuinely halal products make Muslims seek the halal logo availability H7 : HPI has a positive and significant influence on BI Rizkitysha and Hananto (2022) Muslims consider that it is mandatory for a product to have an official halal logo prior making purchase Elseidi (2018) Muslims perceive that halal logo is a trusted cue and strengthens the BI (continued)…”