INFLUENCE OF ATTITUDE ON CONSUMERS’ BEHAVIORAL INTENTION TOWARD HALAL COSMETICS IN MALAYSIA

Abstract

The cosmetics industry in Malaysia is growing steadily due to great demand from working women and intense urbanization. Even though government efforts began in 2006, however there is still more to do in ensuring the Muslim consumers aware of what they consume and applied to their skin. The study proposed four variables which may contribute to consumers’ awareness of halal cosmetics. Data was collected from 250 respondents who are the users of cosmetic products. Partial least squares analysis reveals that all three antecedents significantly influence the consumers’ attitude on halal concept and their behavioral intention to purchase halal cosmetics. Although all four variables indicated a significant relationship, this may not be transformed into actual buying behavior. Overall the success of the halal cosmetics industry requires coordination and participation of various parties and strategic marketing strategies in addition to other several contributing factors in making “halal” one of the attributes that consumers should consider in purchasing cosmetics products.

Keywords: Halal Cosmetic, Attitude, Cosmetic in Malaysia