Halal Cosmetics Adoption Among Young Muslim Consumers in Malaysia: Religiosity Concern

Abstract

The global increase in Muslim populations and purchasing power has created a new demand for halal cosmetic product development.While the introduction of new product may facilitate companies in gaining competitive advantage, the failure rates of product innovation is also high. Owing to such interests, this paper aims to determine factors that motivate young adult Muslim consumers in the emerging market to adopt halal cosmetics. This study expands prior research by integrating Diffusion of Innovation theory and religiosity dimension to explain the antecedents of halal cosmetics adoption among young Muslim consumers. Data were collected from 238 young Muslim consumers using questionnaires distributed at a number of supermarkets in Kuala Lumpur. The conceptual model and hypotheses developed were tested using partial leased square.Our results demonstrate that perceived product characteristics, social influence and consumer innovativeness influence young Muslim consumers to adopt halal cosmetics products. This study also report religiosity as moderator between these three predictors and halal cosmetic adoption.

Pengaruh Halal Knowledge, Islamic Religiosity, dan Attitude terhadap Behavior Konsumen Muslim Generasi Y Pengguna Kosmetik Halal di Surabaya

“…Kosmetik halal dalam hal produksi, penyimpanan, pengemasan, dan pendistribusian juga harus sesuai dengan ajaran Islam. Produk kosmetik halal diakui sebagai produk yang bersih, aman, dan berkualitas tinggi (Mohezar et al 2016). Perusahaan yang menggunakan halal sebagai branding, maka perusahaan mempunyai tanggung jawab dalam hal pengawasan ketat karena produk halal rawan terkontaminasi oleh zat tidak halal.…”

Halal Awareness of Muslim Millennials Toward Cosmetics and Skincare Decision

“…Several studies have been conducted in order to see the Muslims' awareness towards Halal products [6][7][8][9]. In the research of halal foods, Simanjuntak and Dewantara finds the factor that affecting IPB University Student in halal logo awareness on foods product [6].…”

“…Therefore, Mohezar et. al, use the structural equation modeling (SEM) can be used to solve the endogenous problems [8]. The result of Mohezar et.…”

“…The result of Mohezar et. al, shows that the Islamic principal which has been held by consumers affect the cosmetic product characteristics, enviromental influence and consumers' innovation in searching or trying new cosmetics [8]. These 3 variables impact the buying decision of halal cosmetics in Malaysia.…”

“…The sample used in Mohezar et. al, [8] is specified later by Osman and Aziz by focusing on the Muslim milennials due to the innovation characteristics that they had but they still need guidance in Halal cosmetics selection decision [9]. So that the education about halal cosmetics can be targeted to Muslim milennials generation.…”