What Persuades Muslim Female Consumers to Purchase Halal-Certified Beauty Products? – An Empirical Evidence from the Pakistani Cosmetic Industry
DOI:
https://doi.org/10.22555/pbr.v27i3.1429Keywords:
Halal cosmetics, theory of planned behavior, world-view orientation, actual purchase behavior, generativityAbstract
The demand for Halal products across various sectors is rising, driven by the increasing global Muslim population. Brands are designing products and services, complying with Islamic values and beliefs to satisfy Muslim customers by making them realize that their religious beliefs are unviolated during the consumption and usage of such products/services. However, due to the scarcity of existing literature there is a need to study consumer behavior of Halal brands, particularly in the cosmetic sector. Therefore, this research identifies the antecedents of buying behavior of female Muslim customers in the context of Shariah Compliant beauty products in the developing landscape of Pakistan. This study aims to examine the effect of internal variables, including availability, generativity, and skepticism, in addition to the traditional constructs of the Theory of Planned Behavior, on the purchase intention, modifying the current theory. Furthermore, the novel relationship between world-view orientation and actual purchase behavior is also identified. This research employs a quantitative approach, and a conceptual model is formulated to study the actual purchase behavior of Halal cosmetic buyers in Pakistan. A five-point Likert scale questionnaire is used to collect information from 250 female customers of Halal cosmetic brands. The model is tested via smart PLS-4 employing the PLS-SEM technique to assess the relationships between model variables. The findings of the study indicated a strong positive association between availability, generativity, attitude and PI, along with a similar relationship between world-view orientation and PB. This study would help the brands to anticipate the needs of Halal cosmetic consumers and develop offerings to fulfill those needs, providing meaningful implications to cosmetic brands to monitor the buying patterns of Muslim consumers and devise strategies to reach them. Consequently, it would add value to the halal cosmetic sector by examining actual purchase behavior, which has been understudied previously.
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