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JIMA
9,3
484
Received 30 January 2017
Revised 7 September 2017
16 September 2017
Accepted 29 September 2017
Journal of Islamic Marketing
Vol. 9 No. 3, 2018
pp. 484-503
© Emerald Publishing Limited
1759-0833
DOI 10.1108/JIMA-01-2017-0009
A qualitative investigation into
consumption of halal cosmetic
products: the evidence from India
Shadma Shahid
Centre for Management Studies, Jamia Millia Islamia, New Delhi, India
Faheem Ahmed
Jamia Hamdard, New Delhi, India, and
Uzma Hasan
Galgotias Institute of Management and Technology, Greater Noida, India
Abstract
Purpose – India accounts for the third-largest Muslim population in the world after Indonesia and Pakistan. The
previous studies about halal consumption have focused on the “food and money industry” only. Muslim consumers
are prohibited from using alcohol, pork and other items in any form; the rising awareness among Muslims has led to
the rapid growth in demand of halal cosmetic products around the globe. This paper aims to present a framework of
halal consumers’ purchase and explores the factors that Indian consumers consider while buying halal cosmetics.
Design/methodology/approach – The authors carried out qualitative research (focus group discussion
and in-depth interviews) in Delhi, Mumbai and Hyderabad to gain deeper insight from the respondents.
Findings – The study found that religiosity and increasing awareness about halal products acts as an
influencer for individuals’ halal products consumption along with halal certification and growing education
level of Muslim consumers.
Originality/value – The paper has been developed based on the original research work carried out among
the halal Muslim consumers in the major Muslim population in metropolitan cities of Hyderabad, Mumbai
and Delhi over the past year.
Keywords India, Qualitative, Consumer behaviour, Cosmetic products, Halal brands
Paper type Research paper
1. Introduction
Halal means “permissible”, “lawful” and legal for Muslims (Al Jallad, 2008) as per the
Islamic law, while Haram means anything that is prohibited or unlawful (Wilson and Liu,
2010; Shah Alam and Mohamed Sayuti, 2011). In general, halal products are those goods
which do not have pork, alcohol, blood or additives of animal origin, and their production is
isolated from substances considered impure under Islamic law, even cleaning of these
products. Alserhan (2010) says that halal is a religious requirement for Muslim consumers.
It plays a key role in Muslims life indicating a lawful and permissible consumption and
purchase behavior (Rajagopal et al., 2011; Shafie and Othman, 2006).
Today, halal is not limited to “meat and money” but all other matters of daily life and is
rapidly growing to non-food areas (Hanzaee and Ramezani, 2011) like personal care,
lifestyle, pharmaceutical, cosmetics, travel, tourism, trade, finance, entertainment, work and
education. This untapped sector is undeniably next key market for companies.
The rise of Muslim consumers and their increasing spending power has witnessed an
exceptional change. The reports (Halal Industry Development Corporation, 2018) estimated the
global halal industry to be worth US$6.4 trillion a year (food and non-food sectors), with the Consumption
global spending of Muslim consumers reaching US$73bn by 2019. Much attention has been on of halal
the prospective growth of halal beauty industry. Today, cosmetics and personal care segment
has emerged as a leading and fastest growing segment. In 2012, the expenditure of Muslim
cosmetic
consumers’ on cosmetics was $26bn, with estimated growth at $39bn by 2018 (Report by State products
of the Global Islamic Economy, 2013). This segment has seen an immense support by growing
Muslim population and their willingness to spend on beauty products consumption, fueling the
interest in the Muslim beauty industry resulting in the change in attitude of female Muslim 485
consumers. Technavio estimated the consumers’ expenditure on halal cosmetics to be $27bn
which could rise to $39bn by 2019, showing a great potential of growth by this market.
India is a large and culturally diversified country with different religious beliefs and
consumption patterns (Eng and Bogaert, 2010). India’s beauty and hygiene industry
currently is estimated at $8 billion, and it is expected to grow at a rate of 10 per cent to $10
billion by 2021 (June 2017 report by the Indian Beauty and Hygiene Association, Bain and
Co and Google India). Brands like CavinKare, Daawat, Bikano, Goldwinner oil, Vadilal ice
cream, Amrutanjan Healthcare and Gujrat Ambuja Exports are some Indian brands that
have obtained halal certification. For cosmetic and personal care market, brands like Iba,
BodyShop, Shehnaz Herbals, Aroma Magic, Himalaya products, Vicco, Biotique and Lotus
are trying to fill the gap for the vegan and halal consumers.
Little is known about the functioning of consumers in Indian market. No consumer behavior
text has been found focusing on roughly 172 million Indian Muslim (Census, 2011) consumers
accessible for study and review. This research is done to get an understanding on the
consumers purchase intention and awareness toward halal cosmetics products. Mostly, the
halal branding studies have taken place in Malaysia and gulf countries. The authors found
dearth of information about the factors that influence consumers’ attitude formation toward
halal cosmetics in India, so this paper tries to cover this untapped market by empirically
examining the key factors that contribute Indian Muslims consumers to shift their focus
toward halal cosmetic products and what lead to this attitude formation toward halal
consumption. There are many theories that could help in detection of consumers purchasing
behavior, but the authors decided to review only those factors that were obtained through the
interview process with Indian consumers so that they can understand the Indian consumers
which are considered to be different from the Muslim consumers living in Muslim countries.

2. Literature review
Halal signifies safety of ingredients and the process in making the product. Halal cosmetics
sale has seen an increased use by consumers who want to wear safe make-up and lessen the
harm to their skin cause by non-halal ingredients like alcohol, gelatin and pig fat.
Because of the rising awareness level of Muslim population (Grand View Research, 2017)
these consumers are looking for halal certification in their cosmetic products along with
clean, healthy and safe production in line with the Islamic law. A study by Eze et al. (2012)
revealed that as consumers are becoming more educated and well informed; they are more
concerned about the quality, image and product knowledge rather that the price of the
product. They are willing to pay a premium price for halal products (Hussin et al., 2013).
The past research on halal branding is limited to halal food products with few studies about
halal cosmetics, though there seem to be no such work done on Indian consumers. As halal
products have seen an increased demand in the world market, this study attempts to capture the
factors influencing the consumers toward purchasing halal cosmetics. Therefore, all the important
explanations backed up by past literature grounded a theory for this research to investigate the
factors that play an important role in Indian Muslim women consumers purchase behavior.
JIMA 2.1 Halal cosmetics
9,3 Cosmetic is defined as treatment intended to restore or improve a person’s appearance or
things intended to be used on human body especially face for cleansing, beautifying and
changing the appearance. Cosmetic is defined as “any preparation, which is applied to the
skin, eyes, mouth, hair or nails for the purpose of cleansing, enhancing appearance, giving a
pleasant smell or giving protection” (de Groot and White, 2001). According to Federal Food,
486 Drug and Cosmetic Act, cosmetics are defined by their intended use, as “articles intended to
be rubbed, poured, sprinkled, or sprayed on, introduced into, or otherwise applied to the
human body for cleansing, beautifying, promoting attractiveness, or altering the
appearance”. Patton (2009), said that market for halal cosmetics is growing, as Muslims are
looking out for halal, high quality and safe products (Grand View Research, 2017).

2.2 Research studies on halal branding

The consumer market for halal products has seen a rapid growth because of the demographic
profile of young, religiously conscious and dynamic professional Muslim population (Elasrag,
2016), turning more religious because of the information, awareness, knowledge and concern
toward halal consumption (Lada et al., 2009). These consumers demand commitment from the
marketers that the product they are purchasing is not only safe but also a high quality good
produced in a healthy and safe environment (Yeon Kim and Chung, 2011).
Halal industry is trying to capture the non-food product category like cosmetic products. Halal
considerations are the new attraction for Muslim consumers (Yeo, 2016). Halal cosmetic is an
emerging industry after food and finance (Mahathir, 2010). Despite the low awareness among
Muslim consumers about halal products, Halal Journal Report (2008) found that Muslims in
Indonesia and Singapore showed willingness to purchase the halal cosmetics if the products are
readily accessible in the market. Aziz et al. (2010) found that halal is not only considered as a
brand concept by consumers but also plays a key role in the consumers’ belief system and daily
living conduct. Baig and Baig (2014) in their study found that consumers intention to purchase
halal cosmetics is influenced by halal logo, whereas Kaur and Osman, 2014 found out the
purchase behavior of working women. Yeo et al. (2016) found that for the consumers in Muslim
country halal is the new attraction. As these young, urban Muslim consumers (Musa, 2014) have
showed interest in halal consumption, their halal purchase is found to be influenced by number of
factors, like, advertising (binti Rahim et al., 2015), halal logo (Baig and Baig (2014), ingredient or
the content of cosmetic products (Musa, 2014), spiritual intelligence (Hashim and Musa, 2016),
product image and product involvement (Jihan et al., 2016), to name few.
The literature shows that even after the growing awareness of halal cosmetic products,
the concept of halal cosmetics is still at its nascent stage, despite the key role played by
cosmetic market for both manufacturers and the consumers. The existing literature in this
field is mainly focused on halal food and finance with little work done by researchers (Majid
et al., 2015; Hussain et al., 2016; Yeo et al., 2016) about halal cosmetic products.
The following sections of the literature will further highlight and help us understand how
different factors play an important role in consumers’ purchase intention and behavior
toward halal products. Through literature review, few key factors emerged that played
important role in consumers’ halal consumption and these factors were tested among the
Indian consumers to know their attitude and consumption behavior toward halal products.

2.3 Knowledge about halal consumption

Knowledge refers to facts, information and skills acquired through experience or education
or familiarity gained by experience of a fact or situation by group or people (Che Ahmat
et al., 2011; Sinclair, 2010). Patnoad (2001) highlighted the importance of education of the
concept of halal to empower consumers so that they know what they use on their body and Consumption
can take the right decision. Previous literature about halal products has discussed the of halal
knowledge concept of halal consumption. As per the previous studies, knowledge has been
found as a key factor influencing consumer attitude and intention to purchase goods.
cosmetic
Increase in knowledge is likely to impact the intention of consumers. products
While considerable research work has been done related to the knowledge influencing halal
food consumption (Aziz and Chok, 2013; Hamdan et al., 2013), an understanding about
influence of knowledge on halal cosmetics consumption is scarce. The literature shows that the 487
growth in demand of halal cosmetics is because of the increase in knowledge and information
about the non-halal ingredients, safety concerns and healthy lifestyle (Norkumala Awang,
2016). Rahim et al. (2013), found out that knowledge about halal products (Ahmad et al., 2015) is
the key factor influencing Muslim consumers perception about non-food halal goods.

2.4 Awareness about halal cosmetic products

Randolph (2003) defined “awareness” as well informed, understanding or interest in a
specific situation or subject. Whereas, knowledge refers to familiarity and understanding of
“information, facts skills acquired through experience; awareness is knowing, feeling,
experiencing, or noticing a situation, condition, problem, sound, sensation, or emotion.
Awareness can also refer to a common knowledge or understanding about a social,
scientific, or political issue” (Hasan, 2016). Education is one of the best methods to nurture
and create awareness on halal issues in society (Norkumala Awang, 2016). Awareness with
respect to halal products means the information to increase the level of consciousness
among Muslims with regards to food, drinks and other products. Ambali and Bakar (2014)
stated that it signifies interest, special attention or experience and being well-informed about
the halal concept. Mohamed et al. (2008) found that awareness acts as a key factor and is the
first stage in consumers buying process, as consumers who did not had information about
the product previously gets to know it. In the absence of previous awareness and
information of the product, there is a high possibility that the consumer will not buy the
product (Kertajaya and Ridwansyah, 2014). So, it is essential for Muslims to be aware about
the halal ingredients and other aspects of halal concept while making a purchase decision.

2.5 Religiosity and halal consumption

As per Moschis and Ong (2011), religion is a particular system of faith and one’s belief
concerning the complete truthfulness and intrinsic qualities of a person’s religious teachings
and scriptures. It is considered as a key factor controlling individuals’ behavior (Shah Alam
et al., 2011; Mukhtar and Mohsin Butt, 2012) and is the essential element influencing
consumers’ attitude and behavior toward consumption (Pettinger et al., 2004).
As per Johnson et al. (2001), the degree to which a person is dedicated and loyal to their
religion is known as religiosity. It is evident from their attitude and behavior. Religion shapes the
individual’s moral system and society’s ethical structures (Mokhlis and Spartks, 2007). It directly
influences the consumers with their consumption choice, market behavior, level of confidence and
commitment to a particular brand (Khraim, 2010; Rindfleisch et al., 2009). Abd Rahman et al.
(2015) found that religiosity impacts consumers attitude toward halal cosmetic products.
To know the nature of these consumers, marketers should try to understand the impact of
religion on them, as religiosity shows their strong belief and strict obedience to religious
teachings of their faith and belief (Mukhtar and Mohsin Butt, 2012) as well as purchasing pattern
and buying process (Khraim, 2010). Many researchers (Abd Rahman et al., 2015; Abdul Aziz and
Chok, 2012) have studied about the halal food consumption among Muslims limited to
consumption of meat products, but the concept of halal has spread to other categories of products.
JIMA 2.6 Halal certification/halal logo
9,3 The retail world is growing and Muslim consumers on daily basis have to select from the
wide product range of consumer products which may be somewhat doubtful as per their
religious requirements. So, halal certification comes for these consumers rescue. Halal
certification influence the purchase decision among Muslim consumers as halal certified
products are a necessity for the Muslims as part of their religious requirement.
488 Muslim consumers seeking halal integrity of an increasing number of products have
their concerns answered by proficient personnel, and halal certification, (Hunter, 2012;
Salleh and Hussin, 2013) and the legitimacy and authenticity of halal in some cases, is based
purely on the product assurance provided by a label (Zulfakar et al., 2014; Jabar et al., 2014;
Mohamad et al., 2015). Noordin et al. (2014) termed halal certification as “the process of
certifying products or services as pronounced by Shariah law”.
Halal certificate is a document issued by Islamic organization certifying that the product
meets the Islamic guidelines and can be consumed by Muslims. It helps in building confidence
among Muslim consumers, as it is an authoritative evidence to support the manufacturers
claims that the product is complying to the halal parameters set by the Quran. Ambali and
Bakar (2014), Nassir Shaari and Mohd Arifin (2010) in their study mentioned that in today’s
globalized world halal certificate or logo is must so as to cater to the Muslim needs, as halal
logo or certification means the product is certified safe to be consumed by Muslims.

3. Research gap and objectives

In recent years, India has grabbed the attention of the world’s marketers as this market has
shown an enormous potential. As this market is highly complex (Farooqi and Shahid, 2017),
manufacturer needs to ensure that they have a proper strategy before venturing in this market.
The global Muslim consumer market is largely left untapped. As halal is a not only limited to
religious factor but has shown an opportunity to marketers to increase sales and obtain a
competitive advantage. Seeing the importance of halal product consumption, the objective of the
present study is to identify and explore the factors and beliefs that motivate consumers to buy
halal brands.
As stated by Wilson and Liu (2011), “Halal, Islam and Muslims will always cause brand
academics and practitioners problems”, so it becomes important to study these consumers
buying pattern. The body of literature regarding halal brands consumption is limited.
However, no study tries to focus on the impact of these factors on halal cosmetic consumers
and actual buying process of consumers toward halal brands and their consumption
patterns in India. The present study tries to fill this gap and tries to explore the attitude of
Indian Female Muslim consumers toward halal cosmetic brands. Prior empirical studies
support the role of religion and halal certification (Musa, 2014; Majid et al., 2015), other
factors motivating consumers to buy halal products needs to be explored along with the
hurdles faced by these consumers and their final consumption of these products.
India was chosen for this research work as by 2030 India is predicated to stay as the
third-largest Muslim population in the world (Report by Indian Express, 2015). And only
females were surveyed as they consume cosmetics more than men. As halal is not only
related to food, we try to study the halal from the cosmetic industry perspective.

4. Methodology
This study was exploratory in nature and the researcher used qualitative method to attain
the research objective. Qualitative research was found appropriate for this study, as the
researcher wanted to gain an in-depth knowledge and explore a new area and insights of
study (Sutton and Austin, 2015) as this would enable the respondents to put forward their
views and thoughts. We conducted two primary researches (focus group discussion and in- Consumption
depth interview) to answer our research objectives along with gaining additional of halal
information regarding halal cosmetic products.
cosmetic
4.1 Study 1 products
The consumer-based research has seen an extensive use of focus group discussions in
development of theory and testing research concepts to learn consumer behavior, ideas,
opinions, attitude and intention. Focus group research was found to be appropriate to attain
489
the objectives of this study. This method is useful for investigating people’s knowledge and
experience and in creating a free flow of ideas (Kitzinger, 1995). This technique enhances the
researcher’s potential to work in natural environment providing significant and deep
understanding of their work (Malhotra and Dash, 2011).
4.1.1 Sampling. In total, five focus group discussions (summarized in Table I) were
carried out in three metropolitan cities in India namely Delhi, Mumbai and Hyderabad to
achieve the objective of the study. Delhi was selected as it is a mature market and witnesses
a diverse culture and background of consumers, Hyderabad accounts for high Muslim
population (to other religion ratio) and Mumbai being the financial capital of India.
Each focus group had 8-10 respondents participating in the discussion. A total of 42 participants
in age group 18-35 years were selected for the study who gave their valuable insight. Demographic
profile of the respondent is shown in Table II. Individuals across the three cities were requested for
confirmation on their participation following which the venue and time were informed to them.
4.1.2 Protocol. The protocol was developed by the authors based on the literature review
about consumers’ attitude and purchase intention toward halal cosmetic products. The
discussion was divided into three phases. The first part of the discussion tried to capture the
general views of consumers’ perception about halal products. The question was related to
halal concept, insight about halal cosmetic, famous halal cosmetics brands and desire
associated with halal cosmetics purchase. The second phase of the discussion focused on
core objectives. It was related to awareness and knowledge about cosmetics, reasons to buy
halal products, importance of halal certification and feeling and emotions after using halal
cosmetics brands. It also focused on the factors and processes driving consumers’ purchase
of halal cosmetics. The third and final phase was related to the future of halal brands in
India. The discussion was related to hurdles and complexities faced by Indian consumers.
4.1.3 Focus group discussions. The focus group sessions were organized at a location
found suitable for all the participants. Based on convenience sampling, only those female
participants were included who agreed that they have purchased halal cosmetic products in
the past year. The sessions were moderated by the authors to maintain the quality and to
capture the essential insights from the discussion. The discussion in every session lasted for
60 min with 20 min for the first phase and 40 min for the second phase. All enquiries and
questions of the respondents were answered by the end of the discussion with refreshments
served during the sessions. All the focus group sessions were audio recorded and transcripts
were developed for analysis. The thematic analysis was done for this research.

No. of No. of No. of Reason for selecting Selecting participants

FGD City name participants interviews the city criteria

2 New Delhi 20 14 National Capital Have purchase and

2 Hyderabad 16 8 Highest Muslim consumed more than three
population halal cosmetic products in Table I.
1 Mumbai 6 4 Financial Capital last six months Research design
JIMA Demographic variable Sub-groups Total
9,3
Age 18-23 16
24-29 42
30-35 10
Monthly family income (INR) Below 1,00,000 14
100,001-300,000 40
490 Above 300,000 14
Education Graduate 12
Post graduate 39
Doctorate 3
Professional 14
Profession Student 6
Private sector 37
Govt sector 9
Table II. Self-employed 11
Demographic profile Homemaker 5

4.2 Study 2
A second study was also conducted, using in-depth interviews technique to understand the
growing consumption and awareness of halal cosmetic products. The aim of this research was
to explore the awareness, religiosity, modernity, need for beauty in halal cosmetic product
consumption. This methodology gives a deep and clear perspective of participants on the
research topic. The FGD’s study provided with the material and questions to be discussed.
4.2.1 Sampling. For more information this study was conducted among female halal
cosmetic consumers in Delhi, Mumbai and Hyderabad. Women were selected as they are the key
consumers of cosmetic products and we wanted to know the factors and reasons for their halal
brands consumption over other brands. In total, 26 female consumers (Tables I and II) who were
the actual buyers and users of halal cosmetics products were interviewed for this study.
4.2.2 Protocol. Interview guidelines were based on the research objective, previous
literature and findings from Study 1. The questions for the study were reviewed by the
experts and finalized. The questions were related to consumers’ perception and awareness of
halal cosmetic products, permissible and haram ingredients, purchase drivers, elements of
decision making. The main reason for in-depth interview was to get a deeper insight into the
information left untouched during the focus group study.
4.2.3 Conducting interviews. A total of 26 in-depth interviews were conducted. Each
interview lasted for 40-60 min approximately and was carried out by the authors. First, we
discussed about the halal products and brands. This gave us insight into the awareness and
knowledge of the respondents along with their consumption of halal, halal brands were discussed
along with consumers’ perception, desire and association with halal products. Then, to capture
the respondents’ views, we discussed about the motives and, finally, the growth in this market.
With prior consent of the respondents, all interviews were audio recorded to prepare
transcripts.
The authors used thematic analysis and conducted word-by-word analysis; codes, categories
and themes were constructed after grouping and comparing (Strauss and Corbin, 1998).

5. Analysis and results

For both the studies, thematic and content analysis was used as this methodology is widely
used by the qualitative study researchers (Vaismoradi et al., 2013) to derive the results of the
study in the most appropriate way. First, the authors independently derived the themes and
codes of the study and later they analyzed and compared them extensively to come to a Consumption
common agreement. This approach is known as open coding, and it is considered fitting for of halal
exploratory studies. The quotes mentioned in this paper are the key quotes representing the
cosmetic
respective themes and constructs.
The major themes that emerged from the analysis were meaning of halal, antecedents of products
halal consumption, buying process and consumption behavior. The summary of the codes
and themes is given in Table III. The subsequent sections give a view of the detailed
findings of each theme. More details are also shown in the Appendix A1.
491

5.1 Meaning of halal and halal cosmetic brands

The preliminary questions were related to the general idea and meaning of halal. Halal as per
the respondents of the focus group discussions and in-depth interviews was related to anything
that is lawful as per the Shariah. All respondents believed that halal brands provide products
according to the guidelines set by the Shariah law and includes those products and ingredients
that are found to be consumable for Muslims and do not fall in the category of “prohibited”.
These consumers believed that halal is a necessity of life and consumption of halal products
describe their identity and also reflects their beliefs and views toward their religion. The
products categories that were associated with halal cosmetics and personal care products were
found to be perfume, toiletries, make-up range and skin-care range. These respondents
mentioned that halal cosmetics are considered to be a part of their life and they cannot
compromise with their religious beliefs. Examples of key halal cosmetics brands mentioned by
respondents were Iba, Wardah, Inika, OnePure, Safi International, Hussana, Samina, FX
Mineral Cosmetics, Glamore, Amara, Halal and Organic, SimpliSiti and Saaf.
These respondents were unanimous about the meaning of halal.
“Halal in Arabic means Allowed under Islamic law” (21, Female, Delhi).
In general, the respondents expressed halal in relation to their faith and the guidelines set by
Shariah law. These respondents include halal in all the daily activities of their life. For them, “Halal
products are something that promises religiosity and signifies my faith” (27, Female, Hyderabad).
For these respondents the product has to be halal to be considered for purchase or as one
of them said “Either I will buy halal product or will not buy at all (21, Female, Hyderabad)”.
For them consumption of Haram ingredients or products is considered as a punishable sin.
It was found out that halal is a symbol of safety and healthy product. One of the respondents
said, “Halal products are healthy and safe. Using these products gives me sense of pride as they
are in terms with laws set by my religion (30, Female, Mumbai)”. These consumers voiced out
that “Halal cosmetics are the new trend of lifestyle (25, Female, Delhi)”. The consumption of
halal brands “reduces our insecurity or uncertainty (31, Female, Hyderabad)”.

5.2 Antecedents: knowledge

The major motivation behind halal cosmetic purchase and consumption among Muslim
respondents was found to be increase in knowledge. Today’s Muslim consumer is highly
qualified and well-educated about the world and the teaching of their religion.
The halal concept is constantly growing and people are getting informed about what is halal
and what is considered as haram. “Earlier halal was limited to food, beverages and finance
(35, Female, Hyderabad)”. But globalization and growing exposure to internet and social
media has shown its effects on these Muslim consumers as well.
It was found out that “Muslim consumers have always been very particular and sensitive
about the food they consume (32, Female, Delhi)”, but with the increase in education level
and Muslims traveling around the globe, these consumers got exposed to other categories of
JIMA Themes Category Sample codes
9,3
Meaning of Halal indicator Religiosity, faith, lawful, abide by guidelines
halal and halal
brands
Halal cosmetic products Skin-care, make-up
Halal and consumers Necessity of life, portray life, no compromise, cannot live
492 without
Antecedents Knowledge Educated, traveled, shariah law, health benefits, ignorant, halal
ingredients list
Awareness Increase in level of consciousness, interest, rising concern over
health and nutrition, moral code of conduct
Religiosity Quran set guidelines, obliged to consume only halal, belief system,
commitment to religion, spiritual need, responsibility, faith
Certification/logo Permissible, acceptable, certified, fit for use, confidence, trust,
shariah compliant, authenticity, symbol of faith, quality,
assurance and lifestyle, inner satisfaction
Moderator Country of origin Muslim country, Islamicness
Buying process Obstacles faced Lack of information, non-availability of products, no halal
certification, complicated ingredient list, buy from abroad
Alternative choice Herbal products, vegan or vegetarian products, online forums,
e-commerce sites
Final decision Beauty, faith, price not important, have to buy
Consequence Actual consumption Sense of religiosity, modernity and beauty with faith, fulfillment,
delight, indulgence, self-satisfaction, excitement, confidence
Table III. Post-consumption Satisfaction, loyalty, word-of-mouth, repeat purchase
Data analysis behavior

halal products. Respondents mentioned that they want to buy halal cosmetic products for
high quality and Shariah compliance along with healthy and clean products.
“We need to buy these products because it is our religious requirement and we have to
abide by it. We need to be particular about what we consume (24, Female, Delhi)”.
These consumers are well informed as one of the respondents highlighted the harmful
effect of ingredients that are prohibited.
“Halal products do not include alcohol, as alcohol dries up the skin. Most of the face
washes and make-up removers and cleansers contain alcohol. Alcohol speeds up the aging
process and can lead to skin-related problems (29, female, Hyderabad)”.
They look out for healthy lifestyle along with safety benefits. These respondents also
exhibited their knowledge about the ingredients that are prohibited in Islam and are
included in the cosmetic products.
“I only use halal products as the ingredients in the daily make-up we consume tend to
penetrate in our skin without us being aware about it (22, Female, Hyderabad)”.
The study found out that going through the full list of ingredients is an effortful process
and trying to ascertain whether the ingredients used are permissible also requires a certain
level of knowledge.
“It took me quiet sometime to learn which ingredients in the products I use are haram as
per the Shariah guidelines (22, Female, Mumbai)”.
Some respondents said that:
Going through the ingredient list is very complicated by the fact that ingredients often go by
industry codes (e.g., carmine, a red dye, uses the code C.I. 75470, or E120) which consumers may
not recognize (24, Female, Delhi).
Unless the consumer does not have the knowledge about the product and its ingredients it’s Consumption
very difficult for them to know whether the products they are consuming is halal or not. of halal
So, in such scenarios, deep knowledge about the products, brands and what ingredients
they use, information about permissible and prohibited products becomes necessary:
cosmetic
products
P1. Increase in knowledge acts as an antecedent of halal cosmetic consumption in
impacting their evaluation of alternatives and final purchase choice.
493

5.3 Antecedent: awareness

Awareness about the halal consumption and halal products play an important role in
defining the consumers’ motivation to purchase halal goods. “Muslim women are
increasingly interested in the beauty industry and are very open to try things, as long as it
does not compromise with our faith (22, Female, Mumbai)”.
Today’s Muslim consumer is more aware and concerned about the products they
consume. These consumers are found to be traveling a lot and getting aware about halal
brands as one of the respondent said “Working in Muscat helped me to come across the
global experience of being a female Muslim (26, Female, Hyderabad)”.
There is no doubt that halal is a necessity of any Muslims daily life but the respondents
showed concern that in India they have found lack of awareness about the halal cosmetics.
“Earlier Muslims in India could only think about halal food, halal beverages and halal finance
(33, Female, Hyderabad)”, “While it is essential for practicing Muslims to use food and beverages
that are halal, the use of halal beauty products is less strictly enforced (33, Female, Hyderabad)”.
This could be levied to the fact that “in this area consumers’ awareness and knowledge is still
growing and we still do not have well established standards for halal beauty products (35, Female,
Mumbai)”.
Our respondent from Hyderabad mentioned that “Increase in awareness of the use of
forbidden porcine-based ingredients in cosmetics has shown a dramatic growth of halal
products consumption (27, Female, Hyderabad)”.
“On my first tour to Dubai, our Pakistani neighbor indicated the haram ingredients in my
lipstick. I had been using that brand for long and was completely unaware of it (27, Female,
Delhi)”, but this growing awareness has shown an upward trend and “The growing
awareness about halal beauty products among the Muslim women is giving them reason to
include halal products in their purchase (25, Female, Mumbai)”:
P2. Growing awareness among the Muslim consumers about halal cosmetic products
and ingredients acts as an antecedent of their consumption pattern and impacts
their evaluation of alternatives and final choice.

5.4 Antecedents: religiosity

Religiosity is the driving force for many consumers to purchase of halal products. “Religion
is an important part of life (35, Female, Mumbai)” and “People sincerely adhere to Islam and
its teaching (30, Female, Delhi)”. Religion had always played a significant role when it comes
to the consumers’ way of life. These respondents mentioned that their consumption behavior
is significantly influenced by their religion:
Religion is the biggest and most important driving factor that motivates me to buy halal cosmetic
products and I don’t mind if I have to pay more for it (23, Female, Delhi).
JIMA One of the respondents said that “Religion is given importance in my family since always.
9,3 The foundation of our family’s social life has been the Muslim community that they mix up
with (24, Female, Hyderabad)”.
Muslims are proud of their faith and “living a modern life and being faithful to our
religion goes together and there is no compromise with the two (24, Female, Delhi)”.
These respondents also said that when it comes to religion there is no compromise with
494 their belief system but “Striking a balance between faith and beauty is essential for every
Muslim woman today (26, Female, Mumbai)”. “Modernity and beauty along with faith is
today’s consumer thought (24, Female, Hyderabad)”.
So, these respondents unanimously agreed that as a moral code of conduct in Islam it is
essential for them to search for halal way of life for rewards in future:
P3. Religiosity acts as antecedents of halal purchase consumption and influence alternative
evaluation and final purchase.

5.5 Antecedent: halal certification/logo

Halal label or certification is already an established criterion in the food industry. But
popularity of this concept in the cosmetic sector increased when the Malaysian Government
in 2010 introduced a halal cosmetics standard. And this garnered the attention of the
Muslim consumers around the globe.
“Halal certification for me is a symbol of trust (26, Female, Mumbai)”. The halal
certification or label on the product is not only considered that the product is permitted for
Muslims consumption but also globally has become the symbol of assurance of quality and
choice of lifestyle among its consumers.
Respondents said that “Halal certification and logo on brands gives a sense of
satisfaction while we consume cosmetics, since we know we are following Shariah law
(24, Female, Delhi)”, the others said that “halal certification gives peace of mind to Muslim
consumers in that they can use such products without concerns about violating religious
laws (25, Female, Hyderabad)”.
Halal symbol or certification gives the consumers confidence in the product they use.
“Halal certification assures me that I am using a product that has gone through a process to
validate that status (22, Female, Hyderabad)” and “it appeals to me that I am using a beauty
product that do not contain animal-derived ingredients that are fundamentally discouraged
by Islam (27, Female, Delhi)”.
One of the respondents said that, “If I am buying a new brand from any country then I
prefer to check out halal certification and halal logo (29, Female, Delhi)” because that would
mean the product is certified under Shariah law and “is permissible to be used without going
through the not so friendly ingredient list (27, Female, Hyderabad)”. The respondents
showed their trust on these certifications and logo:
P4. Halal certification and logo acts as an antecedent in halal cosmetic consumption and
influence the alternative evaluation and final purchase.

5.6 Moderator: country of origin

The country of origin was found to be playing an important role in moderating the
consumers’ motivation and buying process. Many respondents mentioned that they are
willing to purchase products from a Muslim country even if they are not halal certified.
“If I am in a Muslim country, then the products are generally considered as halal and I
don’t have to check it (23, Female, Delhi)”.
 “I would buy the products manufactured in the Muslim country even if they do not have Consumption
the halal certification (21, Female, Hyderabad)”. of halal
These respondents mentioned that Islamic country of origin is considered as an
assurance. Though some of the respondents even mentioned that even if the product origin
cosmetic
is from the Still the majority of respondents opined that they would accept the product if it is products
manufactured in a Muslim country. One respondent said that “it is impossible to produce
any non-halal product in Saudi Arab, so I will surely buy it even if there is no logo or 495
certification (25, Female, Mumbai)”. This confirms the influence of the country-of-origin on
consumption of halal cosmetic products that is based on Muslim consumers’ perception
about the Islamicness of Muslim and non-Muslim countries:
P5. Country of origin of the brand would attract consumers’ attention more and thus
influence the consumers buying process.

5.7 The buying process

We divided the consumer buying process in three sub categories based on our analysis. The
first category was about difficulties faced by consumers while buying halal cosmetics in
India; the second was related to the alternative choices available, and concluding was the
final purchase made by them.
5.7.1 Obstacles. Halal branding has emerged as a new segment and is slowly gaining
popularity across globe because of the rising income of Muslims, educated and well-
informed consumers. Despite that the major hurdles mentioned by the respondents about
consumption of halal cosmetic brands were lack of knowledge of such brands in India. Even
though India accounts for the highest population of Muslims in the world, still this segment
is left ignored.
One respondent said “when I first inquired about halal products in a mall, the sales
person had no information about such products (23, Female, Delhi)”:
The consumers have also faced non- availability of brands catering to this segment of the
society.
To buy halal cosmetic brands, I have to travel to Dubai or Saudi Arab or would have to ask my
relatives and friends to send me these products (25, Female, Hyderabad).
The majority of these respondents agreed that they bought halal cosmetic products from
abroad, and this was considered as the biggest challenge for them, as they have to abide by
their religious laws and also do not have brands and products available in India:
There are very limited options in India with regards to Halal products. Products by Iba, Shehnaz
Hussain, BodyShop or Biotique do not use Prohibited ingredients like alcohol or animal additives
in their products, so I prefer to buy such brands only (28, Female, Mumbai).
Though these products are not halal certified, but the availability of these products makes
the choice easier.
Many of these respondents complained that halal certification is very important for them
and they could not find such brands and products in India, so they have to either depend on
online purchase or ask their relatives to buy for them or buy themselves on their foreign visit.
5.7.2 Alternative choices. As there are not many halal cosmetic brands in India, so people
consuming such brands have to search for alternatives available and have to evaluate them
whether these products fit in the category of their acceptable consumption. Some respondents
agreed that they prefer to buy herbal products or vegan/vegetarian products or those products
JIMA whose ingredient list that do not show any prohibited items. They mentioned that halal laws
9,3 match with the herbal or organic products and so prefer consuming only those products:
I always do a background research of the product that is not halal certified, consult people around
me and then buy the product, to be on safer side and not buy anything against Islamic laws
(23, Female, Hyderabad).
These respondents even mentioned that those brands that are not certified halal but do not
496 fall in the prohibited ingredients list are acceptable for them:
I have no problem in buying the products from the well known brands as long as they are either
vegan or are free from alcohol, sulphates and parabens, and do not involve animal cruelty
(25, Female, Mumbai).

I do not have to wait for my foreign trip or my relatives returning as many companies even ship
their products to India and these brands are available online (24, Female, Delhi).
In this case, it was found that because of unavailability of halal brands people in India
switch to herbal or organic products or buy online and even consult sales people during their
purchase about the ingredients. These consumers are shown to be very loyal to their
religious beliefs.
5.7.3 Final decision. The consumers’ final choice of the product was dependent on all the
parameters met by the cosmetic brand they have to buy. These consumers said that they
buy the products according to the Shariah law. Therefore, price is not important factor for
them. These consumers showed willingness to pay more.
“I will pay extra money for halal products then to consume prohibited products. For me
religious values are more important (24, Female, Hyderabad)”.
Moreover, respondents were ready to pay higher price in India if the product is halal
certified:
We pay higher price for halal certified products abroad as it is a necessity for us as per our religion,
so if these brands are available in India we would not shy away paying more (27, Female, Delhi).
One of the respondents said that:
On my recent visit to Canada I bought a nail paint form ‘tuesdayinlove’ and though it was costly
still I feel so happy and satisfied using it as its halal (26, Female, Mumbai).
In the market of halal cosmetics there are many brands and products that claim that the
cosmetics products are water permissible and wudhu can be performed wearing them. This
brought a sigh of relief to many Muslim consumers as they found beauty with faith and no
compromise with the religion:
P6. The consumer buying process has three stages: Hurdles, Alternatives, Final
buying.
P7. Hurdles were found to influence the alternatives available.

5.8 Actual consumption

Sense of achievement among the respondents emerged as the most important code in the
consumption theme. These respondents felt a sense of satisfaction while consuming the halal
cosmetic products. “It gives me a sense of serenity that the product I am consuming has met the
required parameters (28, Female, Mumbai)”. The feelings and thoughts were similar across all
the respondents. Respondents mentioned that “People in India are highly brand conscious. If
big brands will launch halal product range, it will surely work for them (27, Female, Delhi)”.
 These consumers felt that honoring their religious values and acting upon their desire to Consumption
look beautiful enhance their appearance. These consumers are clear that the products they of halal
are using have ingredients that are halal friendly and reflect their lifestyle.
“I feel delighted, fulfilled and excited with my halal cosmetic consumption (24, Female,
cosmetic
Hyderabad)”. products
Consumers are often willing to invest time and monetary resources to look for solutions
that enable them to have the best-of-both-worlds:
497
P8. The purchase of halal cosmetic products leads to a sense of satisfaction among the
consumers.

5.9 Post consumption behavior

High level of loyalty and satisfaction elicited by the respondents was the most important
post consumption thought that emerged from this study.
“I feel satisfied after consuming luxury products and prefer to stick to the brands
because of the sense of fulfillment I feel during such consumptions (28, Female, Mumbai)”.
One of the respondents said that “halal products enhance your features, giving peace of mind
that what you apply on your face is safe and not harmful in any way (24, Female, Hyderabad)”.
Enhancing personal relationships is very important in attracting and retaining customer
loyalty and respondents showed a high level of loyalty toward these brands.
These respondents agreed to have spread good word-of-mouth about the brands “I am all
praises about the halal products I buy. I am always telling about it to my friends and
relatives (26, Female, Delhi)”.
“I encourage everyone around me to use halal brands since they fulfill a major
requirement of our religion and are healthy for consumption (24, Female, Hyderabad)”:
P9. Post consumption behavior would include brand loyalty and positive word-of-mouth.

5.10 The buying behavior model

An action diagram of the propositions is presented in Figure 1. The diagram serves as a
conceptual model for the buying behavior of Indian Muslim consumers derived from the
study findings. The model is built in a way that is amenable to further quantitative analysis.
The motivational factors act as an antecedent for halal cosmetic products consumption in
India. Added to this, country of origin serves as a moderator to influence the strength of
relation between the antecedents and buying process.

6. Discussions
Muslim population around the world is grabbing attention either because of their religious
beliefs or political views or their practices and role in the society and even because of the
geographical happenings (Wilson, 2014). This study has contributed in the creation of a
comprehensive framework of halal cosmetic products buying behavior within a country
which is reported (by Wikipedia) to have the third-largest Muslim population in the world.
The present study incorporates consumer perspective form different parts of the country. It
adds to the literature of halal buying behavior.
The present study findings indicate that the motivational factors act as an antecedent to
support the model and previous research done on similar lines (binti Rahim et al., 2015; Yeo et
al., 2016). The major motivation behind halal cosmetic consumption was found to be driven by
religiosity. It matches with the literature (Ahmad et al., 2015; Majid et al., 2015) where
consumers’ attitude is found to be influenced by their religious beliefs. Other motivational
JIMA Movaons Buying Process Actual Purchase
9,3
P5
COO
P6
498
Knowledge Obstacles
P1 P7
Awareness P2
Alternaves P8 Actual P9 Post
P3 Consumpon Consumpon
Religiosity
P4
Halal Cerficaon/ Final Decision
Logo
Figure 1.
Conceptual model

factors include increase in knowledge, growing awareness about halal products and finally
halal certification of brands. The consumers all across the country showed a similar pattern of
halal consumption. Though the awareness among Muslim consumers about the halal cosmetic
products is low (Hamdan et al., 2013) as compared to halal food, beverages and finance but still
a growing pattern is seen (Majid et al., 2015); the reason being the increase in the use of social
media and growing purchasing power of Muslim consumers. The respondents mentioned
about their unawareness about such products earlier, but now with the advancement in their
knowledge and living pattern and their willingness to adapt to the healthy lifestyle, they are
becoming aware about the prohibited and harmful ingredients.
The study findings suggest a three-step buying process:
(1) obstacles faced;
(2) alternative choice available; and
(3) final decision.

The consumers across all cities were found to face several hurdles such as non-availability of halal
brands and sales people having no information and knowledge about the halal and haram
ingredients. This is a novel finding and may be unique for a country like India where Islam
followers are third largest in the world. Consumers in all the three cities studied were found to have
a good knowledge of halal cosmetic brands and haram ingredients in other cosmetic products
before making the purchase. Nonetheless, the impact of their religious beliefs was found to be high
when the consumer bought the product. This is in accordance with the previous study on the role
of religiosity on purchase decision (Abd Rahman et al., 2015; Rezai et al., 2012). Interestingly, while
making the final purchase, price was not found as a key determinant for these consumers.
The data analysis was full of words like “religion”, “beauty”, “modernity”, “fulfillment”,
“necessity” and “way of life”, which suggested that Indian consumers do not want to compromise
with religion but want to follow the latest trends while buying halal brands. Additionally, country
of origin was found to be important moderator of halal purchase. This is because of the fact that
few Islamic standards are established when it comes to the halal cosmetics and that too are
followed only in certain Muslim countries strictly. The study found that the brands that were
made in countries like Turkey, Malaysia, Dubai, Saudi were perceived to be halal even if it did not Consumption
have any certification or logo. But consumers purchasing brands produced from the UK, the of halal
USA, France showed a detailed search along with halal certification. Consumers have also shown
changing their purchase decision in the absence of halal certification or logo. This is referred to
cosmetic
the fact that these consumers believe that halal certification means proper standards of Islamic products
laws are followed (Majid et al., 2015). These differences contribute to a novel finding because
previous work has not focused on the impact of country of origin in buying process.
The consumers were found to be loyal toward the brands they purchase because of the
499
trust and confidence these brands have showcased. They spread positive word-of-mouth.
These consumers were found to be fully satisfied with the brands they use as they feel that
along with beauty they are following their religious beliefs. Thus, helps in establishing a
strong satisfaction – loyalty relationship. They have also shown willingness to continue to
purchase the same brands again and again.
To sum up, the findings of this study allowed us to come up with antecedents and
consequences model of halal brands buying behavior and develop a framework from the
consumers’ view point. The key findings from the study were that the Indian consumers had
shown the knowledge and awareness about halal products and brands. The present study
supported the notion of halal consumption being influenced by religious beliefs of the individual.

7. Managerial implication
The present study on halal branding is from the consumers’ perspective. This study on
Indian halal product market has a huge potential to attract the Muslim consumers who are
well known about their religion and well-educated, which has enabled the consumers to buy
halal. The increasing use of social media such as Twitter, Instagram and Facebook has
resulted in growing awareness among the Muslim consumers about the halal brands and
the importance of consumption of these products in their life.
The major findings from the consumers’ side suggest that the marketers have to focus on
this niche market and try to establish brands to cater to these consumers. A marketer has to
take into account the consumers religious belief and halal certification and logo to attract the
customers. The marketers should focus on advertisement in raising the awareness among
other potential consumers about such brands. Emphasis on the foreign visits and religious
beliefs could deter individual from consuming other products that are not halal. The most
important points that need to be addressed is non-availability of halal brands in India which
makes it highly challenging for the marketers to capture this market.
As Wilson and Grant (2013) stated that Islamic marketing is “filtered through more worldly
actors and activities by Muslims and non-Muslims alike”, so the icing on the cake for halal
marketers could be that non-Muslim consumers and vegan lovers are also on the lookout for
brands that are positioned as “natural, vegetarian, and healthy”. There are non-Muslims
Indians looking to go beyond “natural”, searching for products that align with their ethics.
Halal and vegan products being on same side has only sweetened the deal for these consumers.

8. Conclusion, limitations and future research

The findings of this study have tried to contribute to the insights on Muslim consumers’ halal
cosmetic products consumption. This study has helped us in observing the growing knowledge
and awareness among Indian Muslim consumers. Nonetheless, the consumers do consider religious
beliefs and halal certification as essential factor during their purchase and consumption decision.
More emphasis however is put on the importance of country of origin of the brand along with the
limited options and many difficulties faced by these consumers to purchase halal cosmetic products.
JIMA No research work is devoid of limitations. First, the findings of this study are limited to
9,3 India only. Second, only female consumers who have bought and consumed halal cosmetic
products were studied. Further researchers could study across gender along with the potential
halal cosmetic consumers. The present study calls for more research into the effect of country
of origin of the product, as it was found to be playing a moderating role, and mix responses
were received from the consumers. This study has built its proposition on a qualitative
500 approach. The framework can be tested for reliability and validity, and quantitative studies can
be used to further understand the Muslim consumers’ halal consumption of cosmetics. Even the
non-Muslim consumers can be studied as they also prefer to buy vegan or natural products and
halal and vegan products are on the same side. Therefore, this work opens the door for further
research in the area of halal cosmetic products consumption.

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Further reading
Rezai, G., Mohamed, Z.A. and Shamsudin, M.N. (2012), “Assessment of consumers’ confidence on halal
labelled manufactured food in Malaysia”, Pertanika Journal of Social Sciences & Humanities,
Vol. 3 No. 1, pp. 33-42.

Corresponding author
Shadma Shahid can be contacted at: shadma137941@st.jmi.ac.in

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