Factors Affecting the Halal Cosmetics Purchasing Behaviour in Klang Valley, Malaysia

The concepts of halal and haram in Islamic law are intended to protect
humankind’s general well-being. However, previous research focusing on
halal cosmetics purchasing behaviour is very limited. Most of the previous
research generally focuses on consumers’ purchasing intentions towards
halal cosmetic products instead of their relative purchasing behaviour.
Therefore, the main purpose of this research is to investigate the relationships
between adult consumers’ halal awareness, halal knowledge, and attitudes
towards their halal cosmetics purchasing behaviour. The subject of this
research was adult consumers who live in the Klang Valley, Malaysia, and
the sample was selected via a systematic sampling method. It was
quantitative research, which was conducted by distributing a self-
administrative questionnaire. The collected data was analysed using SPSS
Version 28.0 and SmartPLS Version 3.3.9. The findings of the study show
that halal awareness, halal knowledge, and halal attitude all have direct and
significant relationships with halal cosmetics purchasing behavior. These
findings can help marketers, particularly those in the halal industry,
implement more appealing marketing strategies in order to increase their
market share. Future research recommended that cosmetics manufacturers as
well as the Malaysian government should apply for and design more high-
impact educational programmes to raise halal awareness and increase halal
knowledge about the benefits and trend of using halal cosmetic products in a
bid to further improve the level of halal cosmetics purchasing behaviour