INTENTION ON

CONSUMER
AWARENESS
TOWARDS
PURCHASING HALAL
COSMETIC
PRODUCTS
BY: AINA MARDHIAH, WAN AZMIRA,
ZARUL ZIMAM, NORFA RIDZIANA

HALAL COSMETIC PRODUCTS

Introduction
Halal as a Quranic term applies to allowed, legal products according to the
Islamic thoughts. Halal cautious consumers have a high attention
towardsHalalconcept, and they try to adapt their behavioural traits decision
making with it. Halallogo can be placed on the Halal products for Muslims to
know that the product has Halal quality.
Background: Halal product consumption is increasing and so does the
demand
forofHalal
products. Halal and its related industries have become an
Statement
the Problem:
important market and lucrative business, not to mention its great potential
ofinvestment.
Research Questions
What drives you to use Halal cosmetic products?
Would you considerthat Halal cosmetic productsare trustworthy?
What are the criteria that you consider when you are buying cosmetic
Significance:
products?

HALAL COSMETIC PRODUCTS

Introduction
Research Objectives:
To identify the significant awareness Muslim has towards Halal cosmetics
knowledge.
To identify the significant religious belief Muslim has towards Halal product
purchase.
To identify the significant of Halal certifications on Halal cosmetic products.
To identify the factor that greatly influenced the Halal cosmetic purchase
Significance:
intention by Muslims.
This study provideswiderange of scope ofstudyand a wide framework
regarding raising Halal cosmetic awareness among the respective consumers.
This study gives plenty of insights regarding awareness of the respective
consumers towards Halal cosmetics. This study as well focuses on how Halal
cosmetics awareness can bebenefitto the consumers

HALAL COSMETIC PRODUCTS

Literature Review
Most relevant literature on our topic:
No

Yea Author(s) Journal

r
Location
Arshia Mukhtar,
Pakistan.

Purpose of the Study Focus/Objectives

Methodology Methods

Variables

Findings

The purpose of this paper is to investigate the role of

Muslim attitude towards Halal products, their
subjective norms and religiosity in predicting intention
to choose Halal products.

180 adult respondents using a

convenience sampling method.
Only 150 responses were
deemed suitable for further
analysis, yielding a response
rate of 83 per cent.

IVs: Subjective norms,

Attitudes and The
measures of inter and
intra personal
religiosity.

The results indicated that theory of reasoned action

(TRA) is a valid model in predicting intention to
choose Halal products. The results further indicate that
subjective norms (b 0.455, p, 0.001), attitude
towards the Halal products (b 0.265, p, 0.001) and
intra personal religiosity (b 0.167, p, 0.001)
positively influence attitude towards the Halal products.
Interestingly, subjective norm appears to be the
strongest of all the predictors for choosing Halal
products.

201
0

Azmawani Abd
To add to the body of knowledge about attitude and
Rahman, Malaysia. intention to choose a Halal product. Despite the
importance of the Halal cosmetic market for both
201
producers and consumers, the existing literature
5
focusses on Halal food products, and only a limited
number of studies exist about Halal cosmetic products
Isabelle Aoun
Laurent Tournois,
Dubai.

201
5

110 usable questionnaires from IVs: Knowledge,

Muslim respondents over the Religiousity, Attitude
age of 18 years old were used and Intention.
for further analysis.

The findings of the study show that the relationship

between knowledge and attitude is insignificant, but
there is a significant positive relationship between
religiosity and attitude.

To investigate how brands integrate religious concerns A multiple case study approach IVs: Holism, Brand
Holistic branding is a broader concept than what
into their strategies through Halal branding.
considering Halal cosmetic
worldview, Faith based mainstream theory acknowledges, brand attributes go
brands is used.
branding and
beyond the functional and emotional, offering insights
mainstream branding. into a spiritual dimension. The proposed model
identifies attributes that reflect the brands worldview
and contribute to holistic branding: spiritual ethos and
belief system, sustainable and eco-ethical philosophy,
wholesomeness and inclusiveness.

HALAL COSMETIC PRODUCTS

15

19

20

Bahman Hajipour, This paper aim to determining Halal cosmetics

Manizheh
knowledge level of cosmetics consumers and sellers of
Gharache,
these products.
Mohammad Reza
Hamidizadeh,
Fereshteh
201 Mohammadian,
5 Shahid Beheshti
University, Evin,
Tehran, Iran.

Khairi Mohamed
Omar, Nik
Kamariah Nik Mat*
, Gaboul Ahmed
201 Imhemed, Fatihya
3 Mahdi Ahamed Ali
Othman Yeop
Abdullah Graduate
School of Business,
Universiti Utara
Malaysia, Sintok,
06010, Malaysia
Norizan bin
Mohamad Ia1
, Mohd Nashraf bin
Mohd Nasruddin2
201 , Ismail Reza bin
5 Abdul
Rahman3
1School of
Management,
International
Islamic College

Two questionnaire are

designed. From the 227
cosmetics and toiletries
companies (Dubai yellow
pages) , the statistical
population obtained was 143,
but because the sellers were
intended for this study, and
usually more than one seller
were available in the stores,
totally 194 useful
questionnaires were collected
from the cosmetics/healthcare
products stores.

IVs: Halal cosmetics

knowledge, cosmetics
consumers, cosmetics
sellers, consumers
awareness, sellers
awareness.

This is for finding the responsible people or

organizations for introducing and promoting these
products to the Muslim people in Islamic countries
from consumers and sellers.

This study investigates the direct effects of purchase

intention and consumer confidence towards halal
product actual purchase based on Theory of Planned
behavior (TPB)

It has distributed
200 questionnaires to target
respondents. Finally, 120
respondents completed and
returned the questionnaires,
which represents about 60%
response rate.

IVs: Halal
product purchase
intention, consumers
confidence and
Halal product actual
purchase

The findings of this study indicated that the TPB is a

valid model in the prediction of the consumers
confidence and halal product purchases intention to
choose halal products.

Halal has become a core concept in Muslim lifestyle. It

has evolved beyond food and beverages; halal is now a
requirement for every consumable products in the
Muslim community. The market for halal products is a
lucrative one, driven by growing demands from the
global Muslim population.

It has distributed 200

questionnaires to target
respondents. Finally, 120
respondents completed and
returned the questionnaires,
which represents about 60%
response rate.

IVs : Advertising,
brand, cosmetic, Halal
products, mediating
variable, purchase
intention.

The findings of this study indicated that the TPB is a

valid model in the prediction of the consumers
confidence and halal product purchases intention to
choose halal products

HALAL COSMETIC PRODUCTS

Literature Review
Related theories: From the lens oftheoryof reasoned action (TRA), our
study indicates that there is a positive relationship between attitude and
intention to choose Halal cosmetic products.
PERCEPTION THEORY
Our perceptions are based on how we interpret different sensations.Self
perceptiontheory attempts to explain how individuals develop an
understanding of the motivations behind their own behaviour.Self
perceptionby customers relates to values and motivations that drive buying
behaviour which is also an important aspect of consumer perception theory
(Devito, 2009).

HALAL COSMETIC PRODUCTS

Literature Review

HALAL COSMETICCONVERSE
PRODUCTS

ramework & Hypothesis

Attitude
The attitude of the individual whether to change or not is very subjective. For
example, as a Muslim, she or he ought to be using products based on Halal
raw materials.
H1: If attitude of the individual is high on religiosity, then it will positively
affect the consumer awareness on the Halal cosmetic products. (Azreen Jihan
bt Che Mohd Hashim, 2013)

HALAL COSMETICCONVERSE
PRODUCTS

Trust
The inconsistency of definition of halal on the aspect of slaughtering of
animal has caused the public to question the validity on some of the products
or services claiming to be Halal.
H2: If the consumers trust that the products are high on religiosity, then it will
affect the consumer awareness on the Halal cosmetic products. (Marco
Tieman, Maznah Che Ghazali, 2012)

HALAL COSMETICCONVERSE
PRODUCTS

Product Reliability
The achievement and improvement of product reliability is primarily
dependent on the perspective taken during the design and manufacturing
phase within an organization.
H3: If the consumers think that the product is reliable on high religiosity, then
it surely will affect the consumer awareness on the Halal cosmetic products.
(Azmawani Abd Rahman, Ebrahim Asrarhaghighi, Suhaimi Ab Rahman , 2015)

HALAL COSMETICCONVERSE
PRODUCTS

Methodology
The description of this study is to examine the characteristics of the problem
statement. Customers awareness towards purchasingHalalcosmetic product
and investigate whether consumers have raised their concerns
towardsmisconceptionabout the Halal constitution.
SAMPLE DESCRIPTION:
- Sample Size: We estimated to have 200 respondents among the females
and males population in Management and Science University, Shah Alam
and population aged between 19 years old to 35 years old above.
- Sample Frame: Based on the website of https://www.statistics.gov.my
population distribution bystateindicated that Selangor was the most
populous state (5.46 million) on 2015. In determining the sample frame,
the selected frame that been chose to complete the studyareindividuals
thathaspurchasing cosmetic products between 19 years old to 35 years
old and above female & male in Management & Science University, Shah
Alam area mostly.

HALAL COSMETICCONVERSE
PRODUCTS

Methodology
DATA COLLECTION:
Primary Data - Primary data is the data collected by the researcher itself
through various methods like interviews, surveys, questionnaires etc. The
data that we gathered are purely from the consumers and the answers that
respondents give is primary data because theyre straight from them. It is
also the information from the response because the customer is the one that
we want to investigate properly.
Secondary Data Secondary data provide initial insight into the research
problem and include both raw data and published summaries, sources, such
as, articles, books, journals, etc. In this research secondary data was mainly
collected from Emerald website which provides so many articles and
researches.
DATA ANALYSIS: The unit of analysis that we choose is individual because
the questions given to the consumer based on personal perceptions to value
the effectiveness of advertising towards the consumer decision making.

Summary of Study Measures

HALAL COSMETICCONVERSE
PRODUCTS

Methodology
SAMPLE MEASUREMENT:
Variable
Dependant Variable
Intention on consumer
awareness towards halal
cosmetic products
Independent Variables
1.

Attitude

1.

Trust

No. of Items
5

Alpha
.410

Scale Type
1-5 Likert

Source/Year
Arshia Mukhtar
Muhammad
Mohsin Butt,
(2012)

.621

1-5 Likert

Azreen Jihan bt
Che Mohd
Hashim, (2013)

.484

1-5 Likert

Marco Tieman,
Maznah Che
Ghazali, (2012)

1.

Product Reliability

.739

1-5 Likert

Azmawani Abd
Rahman, Ebrahim
Asrarhaghighi,
Suhaimi Ab
Rahman , (2015)

HALAL COSMETIC PRODUCTS

Analysis and Results
Descriptive Analysis
Means, SD, Correlation, MIN, MAX, Cronbach alphas, etc
Regression Analysis

HALAL COSMETICCONVERSE
PRODUCTS

Descriptive Analysis:
Variables

Mean

SD

MIN

MAX

Attitude

3.4683

.64439

1.33

5.00

Trust

3.9242

.64439

1.00

4.17

Product Reliability

3.8525

.59172

2.17

5.00

Consumer awareness
on Halal cosmetic
product

3.9480

.72742

2.20

4.40

Based on the table above, the data show a descriptive analysis that we have collect
from SPSS. It shows the descriptive statistic for all the independent variables as well as
the dependent variables. It shows that highest mean value is from our dependant
variable which is 3.9480 with standard deviation of .72742 with maximum value 4.40,
minimum number of 2.20 toward our independent variables.

HALAL COSMETIC
PRODUCTS
CONVERSE

Analysis & Result

Correlation
# of Items

Cronbach alphas

CS

PR

.410

.442**

.263**

.417**

Attitude

.621

.442**

.528**

.566**

Trust

.484

.263**

.528**

.519**

Product reliability

.739

.417**

.566**

.519**

Variables
Consumer awareness on Halal
cosmetic product

HALAL COSMETICCONVERSE
PRODUCTS

Regression Analysis:
Coefficientsa
Standardized
Unstandardized Coefficients
Model
1

Coefficients

Std. Error

Beta

Sig.

(Constant)
1.650

.330

A_MEAN

.356

.091

T_MEAN

-.040
.317

PR_MEAN

4.996

.000

.315

3.931

.000

.084

-.037

-.485

.628

.098

.258

3.237

.001

a. Dependent Variable: CS_MEAN

Based on the table above, the data shows a Significant of Trust Mean is .628,
and as we can see it shows that the highest t is Product Reliability Mean with
the number of .098. So both variables have the highest number and have
strong relationship with our dependant variable.

HALAL COSMETIC PRODUCTS

Discussion
Discuss your results and link it to the literature review you have conducted in
order to justify such results
Limitation
Conclusion

HALAL COSMETIC
PRODUCTS
CONVERSE

Discussion
Results
The effect of IV (#1) on DV:
Positive on the dependent variable. It is proven that attitude does influence
them to purchase the products.
The effect of IV (#2) on DV:
Negative on the dependent variable in this research. There is no significance
relationship between trust and consumer awareness on the Halal cosmetic
products.
The effect of IV (#3) on DV:
A positive relationship but very slight with the variable which is on DV. Based
on regression table, the amount is .001 it shows that there is significance
relationship between IV (#3) on DV.

HALAL COSMETIC
PRODUCTS
CONVERSE

Discussion
Limitation
This study can be conducted in more large geographical regions to check the
effect of Attitude, Trust and Product Reliability of the intention of consumer
awareness towards Halal cosmetic products .
The sample size of the study is too short and this study can be replicated
with the large sample size .
The respondents in this study is a student, we could not control the
distribution of the questionnaire.

CONVERSE
HALAL COSMETIC PRODUCTS
Discussion

Conclusion
Consumers need to be updated on the latest information of halal
product especially cosmetics brands in the market so that they are
aware of which one is Halal and which one is not.
Educating the consumer is essential to highlight the significance of
consuming Halal cosmetic products not only for the Muslim but to the
non-Muslim as well.
Overall the successfulness of Halal cosmetics industry requires
coordination and participation of various parties and strategic
marketing strategies.