Analyzing the Mediating Roles of Attitude and Awareness in Shaping the Relationship between Religiosity and the Purchase Intention of Halal Cosmetics

Abstract

This research investigates the influence of consumer attitude and awareness on the intention to buy halal cosmetics, particularly examining the role of consumer religiosity. As halal product demand rises, especially in Pakistan, it is essential to promote positive consumer attitudes and raise awareness to increase halal purchases. The current research was conducted in Punjab, Pakistan, with student participants from private medical colleges and universities. A quantitative approach was used, incorporating pre-testing and pilot testing, followed by survey distribution through random sampling. A total of 379 responses were deemed valid and analyzed. Data analysis was done using SPSS, while structural equation modeling (SEM) was performed using AMOS. The study found that while religiosity alone did not directly influence halal purchase intentions; instead, both attitude and awareness served as significant mediators. In other words, religiosity only impacts purchase intentions when paired with positive attitudes and heightened awareness. These insights contribute to the halal cosmetics industry and literature, offering strategies for policymakers and marketers in Pakistan's expanding halal cosmetics market to better manage consumer awareness and attitudes.

Keywords : : attitude, awareness, halal purchase intention and halal cosmetics, religiosity

*Correspondence concerning this article should be addressed to Muhammad Bilal Majid, Assistant Professor at Faculty of Business and Management Sciences, The Superior University, Lahore, Pakistan at [email protected] [email protected]

Published: 24-12-2024

Introduction

The role of cosmetics and personal care products in enhancing appearance, is significant, with people using an average of 25 products per person. This high demand has fueled market expansion.¹ Globalization has enabled companies to focus on niche segments² like Halal cosmetics, which adhere to Islamic guidelines by avoiding ‘Haram" ingredients,³ and ensuring proper packaging and distribution standards.⁴ The Muslim population is anticipated to grow⁵ from 1.8 billion in 2019 to 3.0 billion by 2060, forming a younger demographic base with unique preferences.⁶ Over 1.7 billion Muslims participate in the Islamic economy, encompassing Halal products, finance, and lifestyle sectors, as noted by the SGIE Report. While halal cosmetics are important sector, research remains limited compared to Islamic food and finance.⁷ However, marketing strategies are also evolving, now targeting younger generations and men alongside traditional female consumers.⁸

The halal cosmetics market in Pakistan is poised for growth, given the country's large Muslim population.⁹ However,¹⁰ detailed research on Pakistani consumers' behavior toward Halal cosmetics remains limited. To foster industry growth and support the economy, more research is required. Especially, to understand consumers" halal purchasing intentions, there is a need to explore factors like religiosity, attitude, and awareness.¹¹

1.1 Problem Statements

The global Muslim population is set to rise dramatically, from 1.8 billion in 2017 to 3.0 billion by 2060. As a result, the Islamic economy is forecasted to grow, reaching USD 5.94 trillion by 2026 from USD 3.96 trillion in 2021. Despite this growth, the halal cosmetics market, valued at USD 84 billion in 2022 and expected to reach USD 129 billion by 2027, holds only an 6.60% share of the global market. Halal cosmetic has a great potential globally.¹² While previous studies have predominantly focused on halal food, leaving a critical gap in understanding consumer behavior towards halal cosmetics.¹³

Pakistan ranks fifth in global population, with 235.8 million people, 95% of whom are Muslim. Additionally, Pakistan ranks fourteenth globally in Islamic economy indicator 2023 score for halal cosmetics. Yet, nearly 90% of the population continues to use cosmetics including cosmetics.¹⁴ Moreover, popular brands such as Olay and Revlon are not halal.¹⁵ Furthermore, despite the promising market potential, consumer intentions to purchase halal cosmetics in Pakistan are still not well understood. Moreover, the role of religiosity in shaping these intentions has been inadequately explored.¹⁶ Thus, the current research aims to examine the impact of religiosity, attitude, and awareness on halal purchase intentions providing insights to bridge these gaps and better cater to Pakistani consumer preferences.

1.2 Research Question

Does religiosity effect attitude, awareness, and halal purchase intention towards halal cosmetics?
Do attitude and awareness, effect halal purchase intention towards halal cosmetics?
Do attitude and awareness, mediate the relationship between religiosity and halal purchase intention towards halal cosmetics?

1.3 Research Objectives

To examine the effects of the religiosity on attitude, awareness, and halal purchase intention towards halal
To examine the effects of the attitude and awareness, on halal purchase intention towards halal
To investigate the mediating role of attitude and awareness between the religiosity and halal purchase intention towards halal

1.4 Scope of the Research

This research explores how religiosity, purchase intentions, attitudes and awareness influence preferences for halal cosmetics. A quantitative, cross-sectional approach was used, focusing on students from private medical institutions in Punjab's major cities, including Lahore, Multan, Faisalabad, Islamabad, and Rawalpindi. Since the current study sample is limited to private institutions, which may affect the generalizability of the findings. The study employs deductive reasoning and analyzes data through Structural Equation Modeling (SEM).

2. Literature Review

2.1 Halal Purchase Intention (HPI)

Consumer purchase intentions represent a buyer"s willingness to acquire a product or service after evaluating it carefully. This intention plays a crucial part in decision-making. Muslim consumers, in particular, exercise caution. They scrutinize the value chain closely to reduce risks, motivated by a strong awareness of halal standards and the importance of consuming halal products¹⁷. Madahi and Sukati view purchase intention as a subjective indicator that can predict consumer behavior.¹⁸ Haque et al. in 2015, suggest that understanding purchase intention helps marketers gain insights into actual consumer behavior, functioningas an alternative measure of purchasing actions.¹⁹ Ajzen points out that intention shapes and directs customer behavior.²⁰ Strong purchase intentions can drive effort and likelihood of engaging in certain behaviors,²¹ making it an effective tool for forecasting buying decisions.²² Purchase intention reflects a consumer's decision to buy based on perceived need and usefulness. Often, halal purchase intentions are linked with a consumer's level of religiosity. As a result, religiosity has become a key factor in halal marketing, influencing customer choices and behavior, when it comes to purchasing halal food.²³

2.2 Religiosity (RL)

Religiosity refers to "what extent people believes and involved in religion". This core value can shape both behavior and thinking. Religious commitments are seen not only in actions but also in intentions. . In order to measure the religiousness of the people we can use religiosity. Religiosity is "continuous instead of discreet variable.""²⁴ Gorsuch and MePherson outline two dimensions of religiosity: intrinsic religiosity, related to personal beliefs,²⁵ and the role of religion in one's life and extrinsic religiosity, which relates to the active religious participation.²⁶ In marketing literature, religiosity is often emphasized over religion, as it more directly interconnects with behavior.²⁷The complex and private nature of religiosity has left it underexplored in consumer behavior research. As a result, there remains a need for a deeper understanding of how religiosity affects consumer actions.

2.3 Religiosity and Halal Purchase Intention

Religiosity reflects a person"s deep appreciation of their religion, along with its symbols, values, and practices, often influenced by spiritual motivations. Every religion sets specific rules regarding permissible and forbidden actions, which also affect consumption and usage behaviors and shape buying choices.²⁸ In Islam, consumption guidelines emphasize that these rules aim to protect human well-being. Those who follow distinct religious practices often show unique consumption behaviors. Deviations such as using forbidden items, can impact both their behavior and spiritual life.

In the United States, 75% of Muslim immigrants adhere to their religious dietary practices, underscoring how strongly religious beliefs influence purchasing behaviors. The research conducted on consumption of halal products at multinational chain restaurants analysed data from 296 global Muslim students across major Indonesian cities, using the Partial Least Squares (PLS) methodology. Findings revealed that religiosity positively influences consumers' intention to purchase halal products in these settings.²⁹ Similarly, current study conducted in Pakistan used Structural Equation Modeling (SEM) on 497 respondents and found that stronger religious commitment enhances intentions to purchase halal products. Muslims who view themselves as religious and adhere to follow Shariah principles show higher preferences for halal-certified products.³⁰ Religiosity significantly has impact on consumers" halal purchase intention for halal food.³¹

Mutmainah"s study in Indonesia with 205 respondents also found that religiosity positively influences halal food purchase intentions.³² Therefore, religiosity significantly impacts consumer intentions to engage in halal behaviors.³³

H1: Religiosity positively and significantly effects on halal purchase intention.

2.4 Religiosity (RL) and Attitude (AT)

According to the definition of religiosity, it is "the extent to which a person pledges to his religion and recognizes the teaching of his religion," reflected through their beliefs and actions.³⁴ Religiosity becomes a predominant quality defining the Muslim consumer"s attitude.³⁵ Attitude, the "positive or negative perceptions individuals hold, play a key role in shaping their behaviors."³⁶ Religiosity significantly influences consumer behavior in Islamic banking, impacting purchase intentions attitudes.³⁷ Similarly concluded that individuals with strong Islamic values have a more positive attitude toward Islamic life insurance.³⁸

Abd Rahman et al., in a study of 110 Muslims, explored a positive correlation between religiosity and supportive attitudes towards halal cosmetics and its analysis was performed through structural equation modeling.³⁹ Findings reveal that the spiritual intelligence plays a key role in shaping attitude of customers toward the halal cosmetic.⁴⁰ Additionally, multiple studies demonstrate that religisoity positively impacts consumer attitude. Based on this, the hypothesis is:

H2: Religiosity positively and significantly effects on attitude.

2.5 Religiosity (RL) and Awareness (AT)

Religiosity is viewed as a continuous construct because it helps measure the degree of religious devotion or obedience.⁴¹ In consumer behavior, awareness is the initial mental step, which leads to knowledge, persuasion, decision-making, and confirmation.⁴² Awareness involves being mindful of or perceiving something, not necessarily understanding it. The halal awareness, specifically,educates consumers about halal foods, drinks, and other permissible products for Muslims.⁴³

Studies indicate that religiosity influences product desire, impacting quality of life assessments.⁴⁴ Religiosity also plays a positive role in raising product awarenessamong cosumers.⁴⁵

Furthermore, a study in Indonesia examined the role of halal product awareness among Muslim consumers over 17 years old. The findings showed that higher levels of religiosity significantly increased halal awareness and reduced interest in non-halal products.⁴⁶ Numerous other studies support the positive, significant impact of religiosity on awarness.⁴⁷

H3: Religiosity positively and significantly effects on awareness.

2.6 Attitude and Halal Purchase Intention

Studies have shown that the consumer behavior is strongly influenced by personal beliefs, with a person's attitude shaping whether their actions are positive or negative. In particular,research on halal products which was conducted the findings show that the intention to buy halal food products is influenced by attitude.⁴⁸

The attitude significantly impacts the intention to purchase halal cosmetics, based on a survey of 110 Malaysian Muslims.⁴⁹ Also the research showed that attitude positively affects the intention to buy halal cosmetics among university students.⁵⁰ Indicate that Malaysian Muslim woman attitude perform a chief part in intention to buy halal cosmetic.

In addition, research conducted in Islamabad and Karachi, Pakistan, and found that attitude positively influences the intention to purchase halal cosmetics and personal care product also increased the likelihood of purchase^⁵¹ Moreover its concluded that attitude toward halal purchase intention for halal cosmetics have positive significant effects.⁵²

H4: Attitude positively and significantly effects on halal purchase intention.

2.7 Awareness and Halal Purchase Intention

Awareness represents the first phase in the buying process,where customers start to understand the product. Without this foundational knowledge, the likelihood of making a purchase is considerably reduced. In this case there is comparatively a high chance that customers will not be purchase certain products or services. In previous studies, many studies have highlighted a notable increase in awareness of the halal food products.⁵³ In the cosmetics sector, researchers have focused on analysing the aspects influencing customers awareness.⁵⁴ However, awareness of food safety and , halal ingredients remains relatively low.⁵⁵ The current research showed that awareness positively influenced the intention to purchase halal cosmetics among 300 Pakistani female students.⁵⁶ Moreover, it is confirmed that halal awareness affects the intention to buy halal food among 230 non-South African buyers in Cape Town.⁵⁷ Overall, the research points to a strong positive impact of awareness on halal purchase intentions.⁵⁸

H5: Awareness positively and significantly effects on halal purchase intention.

2.8 Attitude, Religiosity, and Halal Purchase Intention

The religiosity plays a significant role in shaping the attitudes of Muslim consumers,⁵⁹ directly influencing their intention to purchase halal cosmetics.⁶⁰ The current research has shown that individual behavior is largely shaped by personal attitudes. According to Ajzen & Fishbein a person"s attitude toward a behavior, influenced by their beliefs, determines whether their behavior will be positive or negative.⁶¹ Customer attitude significantly effects halal purchase intention,⁶² particularly for products that meet halal standards.⁶³ While limited research has explored the mediating effect of attitude between religiosity and halal purchase intention. Some early studies claimed that there does exist a relationship between religiosity and attitude as well as ⁶⁴ exists a relationship between attitude and halal purchase intention.⁶⁵

H6: Attitude mediates between religiosity and halal purchase intention.

2.9 Awareness, Religiosity, and Halal Purchase Intention

Religiosity positively effect the consumer awarenes, particularly regarding halal products.⁶⁶ For example, the awareness of Pakistani female students toward halal purchase intention significantly ffects their intention to purchase halal cosmetics. Awareness does not always mean understanding it is capability to just being mindful of, thinking, or perceiving. Consumers are required to understand the key features and benefits after creating awareness for them regarding products and services that are offered to them.⁶⁷

Awareness is "the knowledge and understanding that something is happening or exists". For halal products, awareness involves knowing specific details about ingredients, manufacturing, and storage.⁶⁸ Muslim customers need to be well-informed about these aspects before making a purchase.⁶⁹Research on cosmetics has focused on analysing the factors influencing customers awareness.⁷⁰ Religiosity plays a significant role in shaping the consumer awareness to purchase halal. Although rare research studies have been existing on the mediation impact of awareness with religiosity and halal purchase intention. Some previous studies show an association between religiosity and awareness.⁷¹ The awareness of halal products appears to be a significant component that a marketer needs to know.⁷² Moreover, earlier studies have revealed that there do exist a relationship between awareness and halal purchase intention.⁷³

H7: Awareness mediates between religiosity and halal purchase intention.

Figure 1. Theoretical Framework

3. Research Methodology

3.1 Nature of Research

The research employs a dual approach, combining explanatory and deductive methods within a causal research framework to examine relationships between variables.⁷⁴ A cross-sectional design is used gathering data collected from respondents at a single point in time.

3.2 Research Strategy

The current study employed a survey-based technique with a cross-sectional design to explore causal relationships.⁷⁵ Data were analysed with Structural Equation Modeling (SEM) using AMOS.

3.3 Sampling Technique

The current research utilized a simple random sampling approach that ensures, every member of the society has an equal chance of being selected. This method contributes to the representativeness of the sample and enhance the generalizability of the findings.⁷⁶

3.4 Data Collection Procedure

The data collection methods depend on whether research is qualitative or quantitative. This research, being quantitative and deductive, uses a 10-point Likert scale for data collection.⁷⁷ To ensure its validity, two business management experts evaluated the content of the scale used in the research. According to professors from the University of Central Punjabconfirmed that the scale was deemed suitable for the statistical methods used to test the hypotheses. Based on their feedback, the questionnaire was revised and finalized. It was then pretested with 30 respondents by using simple random sampling to ensure clarity and understanding. The total papulation sample comprises 25,000 students from 43 approved private medical institutions in Punjab, focusing on cities like Lahore, Faisalabad, Multan, Islamabad, and Rawalpindi.⁷⁸

Kyung"s research suggests that college students are ideal participants for studies on cosmetic usage due to their frequent use of such products.⁷⁹ Additionally, Chen indicates that non-conventional cosmetics, such as halal and organic products, tend to be more expensive than conventional ones, 87.1% of respondents agreed. The current study focused on private university students, as they typically have more disposable income.⁸⁰ The province of Punjab, which has the largest population and economy in Pakistan, was chosen as the research area. According to Krejcie and Morgan recommend a sample size of 379 for a 25,000-person population.⁸¹ To prevent data gaps from incomplete responses, an additional 20%, was added to the sample. Thus, a total of 455 questionnaires were distributed in major cities of Punjab.

4. Data Analyses and Results

Preliminary data processing involved coding, screening, and handling any missing data, along with checking for normality, and outliers. SPSS was used for descriptive analysis, summarizing data in terms of frequencies and variances.⁸² Next, AMOS was utilized for inferential statistics, testing the hypotheses through Structural Equation Modeling (SEM).

4.1 Demographics

The demographic section of the research questionnaire collected essential information, including gender, age, education level, residential area, and monthly expenditure on cosmetic. Of the respondents, 53.3% were female and 46.7% were male. Age distribution showed 39.8% were 20 years or younger, 46.2% were between 21 and 24, and 14.0% were 25 or older. In terms of education, 59.1% had an MBBS degree, while 40.9% had a BDS degree. Geographically, 56.2% of respondents were from metropolitan areas and 43.5% were from rural areas. Monthly spending on cosmetics varied, with 21.6% spending ≤2000 PKR, 39.3% spending between 2001 and 3500 PKR, 29% spending between 3501 and 5000 PKR, and 10% spending more than 5000 PKR.

4.2. SEM Analysis

The data was rigorously analyzed using Structural Equation Modeling (SEM) to test the proposed hypotheses and determine their validity. The links between all the variables inside the conceptual framework were thoroughly assessed using this analytical technique. AMOS software was utilized to facilitate this analysis.

Figure 2. SEM Standard Estimates

The structural model's standard regression weight (R²) for the Halal Purchase Intention (HPI) is 0.53. This indicates that 53% of the variation in HPI is explained by the three latent factors: religiosity, attitude, and awareness. This substantial R² value underscores the model's strong ability to explain HPI variations, reflecting the significant impact of these factors on the outcome.

Table 1. SEM Regression Path Coefficient and Significance

Path	Estimate	S.E.	C.R.	P-value	Result
Religiosity → Halal Purchase Intention	.228	.125	1.828	.068	Not Significant
Religiosity → Attitude	.682	.055	12.297	***	Significant
Religiosity → Awareness	.698	.060	11.657	***	Significant
Attitude → Halal Purchase Intention	.201	.079	2.528	.011	Significant
Awareness → Halal Purchase Intention	.670	.117	5.705	***	Significant

To assess if a hypothesis is accepted or rejected, utilize the probability (P) value. The hypothesis is significant if the P-value given in the text output is less than the type error value (alpha) of 0.05. The hypothesis testing for direct effect is shown in below Table.

Table 2 Direct Effect Hypothesis Testing

Serial#	Hypothesis Statement	P-value	Result
H1	Religiosity positively and significantly effects on Halal Purchase Intention	.068	Rejected
H2	Religiosity positively and significantly effects on Attitude	.001	Accepted
H3	Religiosity positively and significantly effects Awareness	.001	Accepted
H4	Attitude positively and significantly effects on Halal Purchase Intention	.001	Accepted
H5	Awareness positively and significantly effects on Halal Purchase Intention	.001	Accepted

4.3 Mediation Analysis

The model's mediation effects are evaluated using techniques proposed by.⁸³

4.3.1. Mediation Analyses AT

Both RL and its mediator variable AT experience positive and significant effects on HPI (Path A = 0.69 and Path B = 0.27, respectively). In contrast to the direct link between RL and HPI (Path C =.05), which reveals an insignificant association, both the indirect effects of RL with AT (0.69) and of AT with HPI (0.27) are positive and significant. In the current research, full mediation occurs since the direct relationship is not significant which is required to draw the conclusion that there is mediation.

Table 3. Result of Bootstrapping AT

	Indirect Effects (AxB)	Direct Effect (C)
Bootstrapping Value	0.186	0.05
Bootstrapping p-Value	0.011	0.068
Results	Significant	Not Significant
	Mediation exists since indirect effects is significant
Type of Mediation	Full Mediation since the direct effect is not significant

Through maximum likelihood estimator bootstrapping with 95 percent bias-corrected confidence, AT mediates the link between RL and HPI. 1000 bootstrap samples with a 95% bootstrap confidence interval have been reported by.⁸⁴ The above table demonstrated that the indirect regression line for mediation with the formula = 0.186 (0.69 x 0.27) was significant, with a p-value of 0.011. With a p-value of 0.068, the direct effect of = 0.05 was not considered significant. It's been demonstrated to be a complete mediation.⁸⁵ As a result, AT completely mediates the connection between RL and HPI.

Table 4. Hypothesis H6 Result and Type of Mediation

Hypothesis Statement	Result	Type of Mediation
H6: AT mediates between RL and HPI	Significant (Mediation occurs)	Full Mediation

Hypothesis Statement

Result

Type of Mediation

H6: AT mediates between RL and HPI

Significant

(Mediation occurs)

Full

Mediation

4.3.2 Mediation Analysis AW.

Both RL and its mediator variable AW experience positive and significant effects on HPI (Path A = 0.68) and Path B = 0.60, respectively). In contrast to the direct link between RL and HPI (Path C =.05), which reveals an insignificant association, both the indirect effects of RL with AW (0.68) and of AW with HPI (0.60) are positive and significant. In the current research, full mediation occurs since the direct relationship is not significant which is required to draw the conclusion that there is mediation.

Table 5. Result of Bootstrapping AW

	Indirect Effects (AxB)	Direct Effect (C)
Bootstrapping Value	0.408	0.05
Bootstrapping p-Value	0.000	0.068
Results	Significant	Not Significant
	Mediation exists since indirect effects is significant
Type of Mediation	Full Mediation since the direct effect is not significant

Through maximum likelihood estimator bootstrapping with 95 percent bias-corrected confidence, awareness mediates the link between RL and HPI. 1000 bootstrap samples with a 95 percent bootstrap confidence interval,⁸⁶ Indirect mediation regression line = 0.408 (0.68 x 0.60) provided significant results with a p-value of 0.000, according to above table. The direct effect, however, was not significant with a p-value of 0.068 and was equal to 0.05. It's been demonstrated to be a complete mediation.⁸⁷ As a result, AW fully mediates the connection between RL and HPI.

Table 6. Hypothesis H7 Result and Type of Mediation

Hypothesis Statement	Result	Type of Mediation
H7: AW mediates between RL and HPI	Significant (Mediation occurs)	Full Mediation

Hypothesis Statement

Result

Type of Mediation

H7: AW mediates between RL and HPI

Significant

(Mediation occurs)

Full

Mediation

5. Discussion and Conclusion

This study is unique in evaluating the roles of AT and AW as mediator in the relationship between RL and HPI. Given the limited research in this field, it specifically targets the halal cosmetic industry. Findings reveal that the influence of RL on HPI for halal cosmetics is fully mediated by AT and AW. The theories that support this research's consumer HPI regarding halal cosmetics are the theory of planned behavior (TPB) and the diffusion of innovation (DOI) theory. Awareness of halal cosmetic products represents the initial step in the innovation process. Since attitude is one of the factors influencing consumer behavior, the current research fills a gap in knowledge. The study draws support from both the TPB and DOI theory. In the past, the impact of RL was studied in a western environment. Therefore, it was unclear how religion and HPI were related. This research was undertaken in Pakistan, a non-Western nation ranked fifth globally with 235.8 million people, 95% of whom are Muslims as per World Development Indicators World Bank, 2019.

This research provides valuable insights for public and policymakers. It reveals the key factors influencing consumer HPI toward halal cosmetics. Companies and policy makers can leverage these findings to better grasp the implications of consumer religiosity. The people to have a more halal purchase intention toward halal cosmetics, a positive attitude is crucial.

The stronger the attitude, the greater the intention to purchase. To cultivate this attitude, halal cosmetic manufacturing companies must emphasize the benefits of their products. This includes educating customers, about the health benefits, such as using pure components free of harsh contaminants, prevention of skin damage or allergic responses. Marketers should also highlight how halal cosmetics align with Islamic principles. This leads to the development of a favorable attitude for halal purchase intention toward halal cosmetics. The outcome is an indicator for halal cosmetics companies to build a favorable attitude toward persuading targeted customers to buy halal cosmetics. This research also helps marketers to manage halal cosmetic marketing to disseminate the accurate information in market for customer. The marketers should use these findings to inform their strategies, to escalate the consumer awareness and spreading accurate information regarding the halal cosmetic products.

The findings of the current research are highly beneficial for the management of halal cosmetics business. By demonstrating the importance of AT and AW in shaping HPI, the study suggests that companies can raise customer HPI by establishing positive AT and halal cosmetic AW.

Research Objective 1: In current research to examine the effects of the religiosity on attitude awareness, and halal purchase intention towards halal cosmetics. Findings of the study prove that religiosity has insignificant influence on halal purchase intention. Religiosity has significant effects on attitude and awareness.

Research Objective 2: In current research, to examine the effects of the attitude and awareness on halal purchase intention towards halal cosmetics. Findings of the study prove that attitude and awareness have significant influence on halal purchase intention.

Research Objective 3: In current research investigates the mediating role of attitude, awareness between the religiosity and halal purchase intention towards halal cosmetics. The findings of the study prove that attitude, awareness fully intervenes between religiosity and halal purchase intention towards halal cosmetics.

5.1. Theoretical Implications

This research offers several important theoretical contributions. First, it introduces a novel model that explores the role of religiosity as the independent variable, a relationship that has not been previously examined in the context of halal cosmetics. The current study is the first to explore how attitude and awareness mediate the relationship between religiosity and halal purchase intention. This area has received minimalattention, highlighting an important gap in the literature.

Moreover, the research integrates the Theory of Planned Behavior and the Diffusion of Innovation Theory, both of which have rarely been applied to halal cosmetics. This approach bridges the gap in the existing literature, particularly since prior studies have mainly focused on halal food and conducted their research within Western contexts. This study offers an accurate reflection by examining the issue within non-Western cultures like Pakistan, predominantly Muslim nation (95% Muslim population, World Development Indicators, 2019), which is a significant player in the halal cosmetics market.

Methodologically, the research advances research by using probability sampling (simple random sampling) to address the limitations of non-probability sampling, which often results in biased data. Additionally, it employs AMOS for analysis, using Confirmatory Factor Analysis (CFA), Structural Equation Modelling (SEM), and bootstrapping techniques, enhancing the robustness of the findings.

5.2. Practical Implications

The research provides several practical contributions, particularly for the halal cosmetics industry. It offers valuable insights into the factors that influence consumer purchase intentions toward halal cosmetics, which is aiding product management bodies in Pakistan in crafting effective policies. The findings can help companies better understand how religiosity affects consumer behavior, allowing them to refine their marketing strategies to cater to consumer preferences. By promoting the health benefits of halal cosmeticsand emphasizing their alignment with Islamic principles, companies can improve consumer attitudes toward these products, thereby increasing purchase intentions.

In conclusion, the research provides valuable information for halal cosmetics companies in Pakistan to enhance their marketing strategies, boost consumer awareness, and improve the overall offerings of halal products in the market.

5.3. Limitations and Future Directions

This research used AT and AW as mediators to assess the impact of RL on the HPI. Despite its contributions, the study has certain limitations:

Future research can expand the sample size and include a broader age range to capture a more diverse consumer perspective.
Future research can analyze these research difficulties using mixed-method approaches to gain deeper insights into the complexities of the factors affecting halal purchase intentions.

Conflict of Interest

The author of the manuscript has no financial or non-financial conflict of interest in the subject matter or materials discussed in this manuscript.

Data Availability Statement

The data associated with this study will be provided by the corresponding author upon request.

Funding Details

The authors declare that no external funding agency was involved in this research. All research costs were managedand funded independently by the authors.

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²¹Jaafar Siti Nurafifah, Lalp Pan Ein, and Naba Mohaini Mohamed, "Consumers" Perceptions, Attitudes and Purchase Intention towards Private Label Food Products in Malaysia," Asian Journal of Business and Management Sciences 2, no. 8 (2015): 73–90.

²²Tatiek Nurhayati, and Hendar Hendar, "Personal Intrinsic Religiosity and Product Knowledge on Halal Product Purchase Intention: Role of Halal Product Awareness," Journal of Islamic Marketing 11, no. 3 (2019): 603–20.

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²⁶Kozaryn Okulicz, "Religiosity and Life Satisfaction across Nations," Mental Health, Religion and Culture 13, no. 2 (2010): 155–69.

²⁷Ansari, and Mohammed, "Factors Affecting the Intent to Purchase Halal Personal Care Products," 199–213.

²⁸Lu"liyatul Mutmainah, "The Role of Religiosity, Halal Awareness, Halal Certification, and Food Ingredients on Purchase Intention of Halal Food," Journal of Islamic Economics, Finance, and Banking 1, no. 1 (2018): 33–50.

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³¹Muhammad Syukur and Suthep Nimsai, "Factors Influencing the Purchase Intention of Halal Packaged Food in Thailand," International Journal of Supply Chain Management 7, no. 4 (2018): 1–6.

³²Mutmainah, "The Role of Religiosity, Halal Awareness, Halal Certification, and Food Ingredients on Purchase Intention of Halal Food," 33–50.

³³Mohd Sadad Mahmud, Muhammad Shah Nawaz, Abd Jamal, Irfan Sabir, and Muhammad Bilal Majid, "Purchase of Halal Products and Consumer Behavioral Intentions : A Systematic Literature Review," International Journal of Disaster Recovery and Business Continuity 11, no. 3 (2020): 1403–11.

³⁴Byron R. Johnson, Sung Joon Jang, David B. Larson, Spencer De Li, "Does Adolescent Religious Commitment Matter? A Reexamination of the Effects of Religiosity on Delinquency," Journal of Research in Crime and Delinquency 38, no. 1 (2001): 22–44.

³⁵Nizar Souiden Yosr Jabeur, "The Impact of Islamic Beliefs on Consumers" Attitudes and Purchase Intentions of Life Insurance," International Journal of Bank Marketing 33, no. 4 (2015): 1–37.

³⁶Ibrahim Abiodun Oladapo, Normah Omar, Ruhaini Muda, and Abdulazeez Adewuyi Abdurraheem, "The Mediating Effect of Attitude on Customers" Behavioural Intention to Participate in Islamic Banking: Empirical Evidence," International Journal of Financial Research 10, no. 5 (2019): 167–80.

³⁷Nazlida Muhamad Hashim, and Dick Mizerski, "Exploring Muslim Consumers" Information Sources for Fatwa Rulings on Products and Behaviors," Journal of Islamic Marketing 1, no. 2 (2015): 124–35.

³⁸Jabeur, "The Impact of Islamic Beliefs on Consumers" Attitudes and Purchase Intentions of Life Insurance," 1–37.

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⁴⁰Jihan Azreen, Musa Rosidah, and Hassan Faridah, "Factorial Validation Predictors of Attitude among User and Nonuser of Halal Skin Care Product," Procedia Economics and Finance 37, (2016): 239–44.

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⁴⁶Nurhayati and Hendar, "Personal Intrinsic Religiosity and Product Knowledge on Halal Product Purchase Intention," 603–20.

⁴⁷Ali, Salman, Yaacob, and Parveen, "Financial Cost and Social Influence," 1–17.

⁴⁸Haque, Sarwar, Yasmin, Tarofder, and Hossain, "Non-Muslim Consumers" Perception toward Purchasing Halal Food Products in Malaysia," 133–147.

⁴⁹Rahman, Asrarhaghighi, and Rahman, "Consumers and Halal Cosmetic Products," 148–163.

⁵⁰Noreen Noor Abd Aziz, Nurul Aien Abd. Aziz, Nurul Ashykin Abd Aziz, Zurina Omar, and Wan Haslin Aziah Wan Hassan, "A Review on the Emergence and Growth of Halal Studies," Procedia Economics and Finance 31, (2015): 325–32.

⁵¹Ansari and Mohammed, "Factors Affecting the Intent to Purchase Halal Personal Care Products," 199–213.

⁵²Ilma Savira Putri, Sri Daryanti, and Alia Rachma Ningtias, "The Influence of Knowledge and Religiosity with Mediation of Attitude Toward the Intention of Repurchasing Halal Cosmetics," 12th International Conference on Business and Management Research 72 (2018): 172–77.

⁵³Ahmad Nor Ardyanti Binti, Abaidah Tunku Nashril Bin Tunku, and Yahya Mohd Helmi Bin Abu, "A Study on Halal Food Awareness Among Muslim Customers in Klang Valley.," 4th International Conference on Business and Economic Research, Proceeding 12, no. 2 (2013): 46–65.

⁵⁴Suhana, Zailani, and Zainuddin, "Halal Cosmetics Adoption among Young Muslim Consumers in Malaysia," 47–59.

⁵⁵Wanda A Puspita, Sunaryo, and Risna Wijayanti, "The Effects between Religious Belief, Halal Logo, and Halal Product Knowledge on Purchase Intention Mediated by Halal Awareness (Study on Consumers of Beverage Franchise Products In Malang)," South East Asia Journal of Contemporary Business, Economics and Law 21, no. 5 (2020): 306–19.

⁵⁶Muhammad Bilal Majid, Irfan Sabir, and Tooba Ashraf, "Consumer Purchase Intention towards Halal Cosmetics and Personal Care Products in Pakistan," Global of Research in Business and Management 1, no. 1 (2015): 45–53.

⁵⁷Abdalla M. Bashir, Abdullah Bayat, Samuel Oladipo Olutuase, and Zul Ariff Abdul Latiff, "Factors Affecting Consumers" Intention towards Purchasing Halal Food in South Africa: A Structural Equation Modelling," Journal of Food Products Marketing 25, no. 1 (2019): 26–48.

⁵⁸Muslichah, Abdullah, and Abdul Razak, "The Effect of Halal Foods Awareness on Purchase Decision with Religiosity as a Moderating Variable: in Brunei Darussalam," 1–12.

⁵⁹Nizar Souiden, and Marzouki Rani, "Consumer Attitudes and Purchase Intentions toward Islamic Banks: The Influence of Religiosity," International Journal of Bank Marketing 33, no. 2 (2015): 143–61.

⁶⁰Oladapo, Omar, Muda, and Abdurraheem, "The Mediating Effect of Attitude on Customers" Behavioural Intention to Participate in Islamic Banking," 167–180.

⁶¹Icek Ajzen, and Martin Fishbein, "Attitudes and the Attitude-Behavior Relation: Reasoned and Automatic Processes," European Review of Social Psychology 11, no. 1 (2000): 1–33.

⁶²Ramadania, Putri, and Juniwati, "Intention Toward Halal and Organic Food," 801–10.

⁶³Asnawi, Sukoco, and Fanani, "Halal Products Consumption in International Chain Restaurants among Global Moslem Consumers," 1273–90.

⁶⁴Yulist Rima Fiandari, Baroya Mila Shanty, and Maylia Dwi Nanda, "The Roles of Word of Mouth, Religiosity and Behavioral Control toward Halal Cosmetics" Purchase Intention: Attitude as Mediation," Journal of Islamic Marketing, 15 (7), (2024): 2633-2651.

⁶⁵Ezlika M. Ghazali, Dilip S. Mutum, Muhammad Waqas, Bang Nguyen, and Nur Azureen Ahmad-Tarmizi, "Restaurant Choice and Religious Obligation in the Absence of Halal Logo: A Serial Mediation Model," International Journal of Hospitality Management 101, no. 9 (2022): 103–9.

⁶⁶Ramadania, Putri, and Juniwati, "Intention Toward Halal and Organic Food," 801–10.

⁶⁷ Ali, Salman, Yaacob, and Parveen, "Financial Cost and Social Influence," 1–17.

⁶⁸Awan, Siddiquei, and Haider, "Factors Affecting Halal Purchase Intention Evidence from Pakistan"s Halal Food Sector," 640–60.

⁶⁹Ahasanul Haque, Naila Anwar Chowdhury, Fanny Alicia Yasmin, and Arun Kumar Tarofder "Muslim Consumers Purchase Behavior Towards Shariah Compliant Hotels in Malaysia," Vidyodaya Journal of Management 05, no. 1 (2019): 121–38.

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⁷³Tanti Handriana, Praptini Yulianti, Masmira Kurniawati, Nidya Ayu Arina, and Ratri Amelia Aisyah, "Purchase Behavior of Millennial Female Generation on Halal Cosmetic Products," Journal of Islamic Marketing 12, no. 7 (2020): 1295–1315.

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⁸⁰Qiushi Chen, "Evaluate the Effectiveness of the Natural Cosmetic Product Compared to Chemical-Based Products," International Journal of Chemistry 1, no. 2 (2009): 1–57.

⁸¹Krejcie Robert V. and Morgan Daryle W., "Determining Sample Size for Research Activities," Educational and Psychological Measurement 30, no. 3 (1970): 607–10.

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