Relationship Between Advertisement and Purchase Intention on Halal Cosmetic Products in Malaysia

Abstract

Purpose of the Study: The aim of this paper is to examine the relation between Muslim women customer offense caused due to Islamic advertising of halal cosmetic products in Malaysia.
 Methodology: The violation of Islamic ethics on the advertisement of halal cosmetic products and purchase intention was examined through a survey that included 110 Muslim women respondents in Malaysia who used cosmetics. The items used for the operationalization of variables were based on the advertising ethics provided by Quran and Sunnah. The current study confirms that irrespective of their religion, women find those advertisements offensive that do not abide by Islamic ethics, which are universal in nature. Based on the correlation results, this study reveals that violation of Islamic advertising ethics (honesty, racism, sexism, intention, and language) has a correlation with purchase intention. A multiple regression analysis was highlighted and it was found that racism, sexism, intention, and language have negative and significant influence on purchase intention. Only one variable did not have a significant influence on purchase intention of halal cosmetic products in Malaysia.
 Results: Sexism plays the most critical role in influencing consumers’ intention that makes them avoid buying halal cosmetic products. Furthermore, customer offense created due to violation of ethics has a negative impact on the purchase intention of halal cosmetic products. If advertisers want to attract customers in Malaysia and retain them, then they must avoid creating customer offense by following Islamic advertising ethics.
 Implications: This study will be beneficial to marketers, advertisers, and companies in developing their advertising and marketing strategies for halal cosmetic products. In addition, this study has implemented the study of Islamic advertising ethic violations and purchase intentions of halal cosmetic products.

Research Trends and Opportunities of Halal Cosmetic: A Systematic Literature Review

“…From the perspective of studies in Malaysia, according to Hussin et al (2013a), five factors will affect the consumer purchase intention, which are brand, price, quality, ingredients, and labelling. Meanwhile, according to Arbak et al (2019b), there is a relationship between advertisement and halal cosmetics in their studies. This is because the advertisement will affect the consumer's purchase intention to buy halal products.…”

Determinants affecting purchase intention of halal products: an article review

“…The previous researchers used quantitative methods by using questionnaires to test their hypotheses about the relationship between the factors affecting purchase intention towards Halal products. However, only one study conducted by Arbak et al (2019) used a mixed-method, questionnaires, and interviews with the respondents. The respondents' numbers ranged from 63 respondents (Nurzulain et al, 2019) to 2931 respondents (Soon & Wallace, 2017).…”

“…One paper, however, found that price does not influence customers' intention to buy Halal products. Arbak et al (2019) uniquely examined the role of advertisement, which includes contents such as honesty, language, sexism, and racism, affecting the purchase intention of halal cosmetics. To attract and retain consumers in Malaysia, marketers must avoid offending consumers by following Islamic advertising ethics.…”

Factors Influencing of Malaysian Muslim Women Consumers in Choosing Non-Certified Halal Foreign Brand Makeup Products in Mid Valley Megamall Kuala Lumpur

“…Some of the international makeup producers and manufacturers did not apply for halal certification or halal logo on their products (Arbak et al, 2019). Given the significance of halal labelled cosmetics, the implementation of halal logo and marketing strategies are still hardly in place in the Malaysian cosmetics industry (Majid et al, 2015).…”