The motivating factors for switching intention to use halal cosmetics in Indonesia

Abstract

Purpose The halal cosmetics industry continues to grow significantly. Furthermore, using halal cosmetics is a must for Muslims. This study aims to analyze the factors influencing the switching intention to halal cosmetics in Indonesia. Design/methodology/approach This quantitative study uses a Partial Least Square-Structural Equation Modelling (PLS-SEM) on 214 respondents. The variables include halal certification, halal awareness, product image, perceived behavioral control, subjective norm, attitude, advertisement and switching intention. Findings The product image plays the most influential role in deriving the attitude toward switching intention to halal cosmetics, following perceived behavioral control, halal awareness and subjective norm, but not halal certification and advertisement. The result indicates that the image of halal cosmetics influences customers’ attitudes toward switching to using halal cosmetics. Indonesian customers know the obligation to use halal products because they are Muslim. However, the existence of halal certification does not derive the switching intention to halal cosmetics. Research limitations/implications This study conducts research only in Indonesia. As a recommendation, further studies might conduct a comparative test using multicultural respondents in several countries. Other studies also suggested examining factors of switching intention through different generational, especially in countries with high individualism traits. Practical implications This study will encourage the halal industry, especially the halal cosmetics industry, to pay more attention to the product image. Meanwhile, the government can provide incentives or rewards to promote industry participation in halal cosmetics. The findings provide a more detailed understanding of how product image can influence someone to switch to halal cosmetics. Originality/value Research on switching intention to halal cosmetics is still limited. This study uses halal variables, while previous studies only used religiosity. This study also introduced the product images motivating customers’ switching intention to use halal cosmetics.

Raising Community Awareness of Halal Product Consumption and Halal Lifestyle: A Triple Helix Model

“…Further, the presence of halal awareness among Muslim costumers motivates their preference for buying and consuming halal products due to the belief that their consumption is on halal products is obligatory. This inclination stems from the desire to avoid the consumption of haram products and subsequently pushed the transition from non-halal to halal consumptions (Wisudanto et al, 2023).…”

“…In addition to this, a significant portion of scholarly investigation is dedicated to the examination of the significance of halal literacy and awareness in shaping consumer intentions towards the purchase and consumption of halal products. This topic has been explored by various researchers, including Kasri et al, (2023), Wisudanto et al, (2023), Maryam and Sumar' in (2022), Mardhiyah, Mawardi, Widiastuti, Mustofa, Abdullah, Sinulingga, Saptowati Mutmainah (2018), andYunus et al, (2014), Ab Talib and Wahab (2021), Ab Talib and Zulfakar (2023), Al-shami andAbdullah (2023), andZiegler et al, (2022).…”

“…Consuming halal products is obligatory for Muslims as a form of religious obedience, as detailed in Surah 2: verse 168, Chapter 5: verse 88, Chapter 8: verse 69, and Chapter 16: verse 114 of the Quran and Narrated Hadist of Muslim 1015 (Al Fattah Al-Qur'an, 2014). Aside from this, halal has become a strategy implemented by companies to provide consumer protection and as a means of ensuring that the products offered meet certain standards, thereby providing quality, clean, and decent products (Wisudanto et al, 2023;Maulan et al, 2016). However, the commands and benefits of consuming halal products do not simply raise awareness of the significance of living a halal lifestyle.…”

Factors Influencing Customers’ Purchase Decision Making On Halal Cosmetic Product

“…Having halal certification brings some benefits to Wardah cosmetics, including increasing customer confidence in the product, ensuring the customers feel secured because halal-certified goods are ensured to be safe and halal. Therefore, it might drive the customers to shift from non-halal to halal products (Wisudanto et al, 2023). Based on Table 1 above, it is shown that the cosmetic industry is potential to grow in Indonesia.…”

Purchase Behaviour Meningkat Akibat Adanya Dampak Spirituality, Purchase Intention Terhadap Makanan Halal

“…Halal alah sat keyakinan agama (Wisudanto et al, 2023). Halal telah berkembang menjadi aspek penting dalam perdagangan dan industri.…”