The push, pull, and mooring effects toward switching intention to halal cosmetic products

Abstract

Purpose The paper aims to investigate the push, pull and mooring effects towardswitching intention to halal cosmetic products. Design/methodology/approach The rapid growth of the halal industry in Muslim and non-Muslim countries opens a new market for cosmetic companies. For Muslims, using halal cosmetics is one of the religious orders, which their behavior relies on religious values. However, consuming nonhalal cosmetic products is still popular among Muslim consumers. The data are gathered through an online self-administered questionnaire. The total sample is 220 Indonesian females with an 88% response rate. Then, partial least squares structural equation modeling is used to analyze the data. Findings The result showed that regret, perceived value and religious beliefs influence the switching intention behavior to use halal cosmetics products. While dissatisfaction influences regret, and the brand also influences perceived value. Originality/value The paper provides several factors that are still rarely investigated previously in the context of halal cosmetics literature, such as perceived value and brand image (Handriana et al., 2020). Hence, these factors contribute significantly to the intention of Muslim consumers to switch to halal cosmetics.

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

“…Research on switching intention is mostly on Islamic banking (Hati et al , 2021a; Mostafa and Ibrahim, 2020; Rama, 2017; Riptiono et al , 2020); brand switching on cosmetic products (Saeed et al , 2022); and halal supplement (Sobari et al , 2019). Meanwhile, switching intention on halal cosmetics was carried out by Al-Banna and Jannah (2022) and Usman et al (2021).…”

“…Al-Banna and Jannah (2022) analyze the factors for switching to halal cosmetic products among 220 Indonesian females based on PPM Theory. Switching intention shows a switch to a better product.…”

“…Switching intention shows a switch to a better product. According to Al-Banna and Jannah (2022), many Muslims still use non-halal cosmetics. In contrast, Muslims place a high value on using halal cosmetic products.…”

“…It is the reason for the need or Muslim’s obligation to switch to halal products. Switching intention is switch from one product to one deemed better (Al-Banna and Jannah, 2022). In their study, Vyas and Raitani (2014) equated switching to halal products as a form of “ hijrah ,” a transformation from bad to good, including using cosmetics that cannot be separated from daily life, especially for women.…”

“…Previous research discussed the use and purchase intention of halal cosmetics. Al-Banna and Jannah (2022) researched switching intention to halal cosmetics on 220 Muslim respondents in Indonesia and Usman et al (2021) on Muslims who live in Greater Jakarta, where both use the religiosity variable. In addition, Saeed and Azmi (2016) examined the brand-switching behavior for halal cosmetics by applying a qualitative approach and found that religion, Islamic branding and Islamic marketing mix affect the switching behavior for halal cosmetics.…”