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

Muhammad Shah  Nawaz; Irfan Sabir; Muhammad Bilal Majid; Allah  Rakha; Asma Rafique

doi:10.32350/jitc.142.13

Muhammad Shah Nawaz Department of Management Sciences, COMSATS University Islamabad, Sub-Campus, Sahiwal, Pakistan. https://orcid.org/0000-0003-3243-1254
Irfan Sabir Faculty of Management Studies, University of Central Punjab, Lahore, Pakistan https://orcid.org/0000-0001-8982-0029
Muhammad Bilal Majid Faculty of Business and Management Sciences, The Superior University Lahore, Pakistan https://orcid.org/0000-0002-3316-0559
Allah Rakha Faculty of Management Sciences, Islamia University of Bahawalpur, Bahawalnagar Campus, Pakistan. https://orcid.org/0009-0005-5018-3938
Asma Rafique Faculty of Management Sciences, University of Central Punjab, Lahore, Pakistan https://orcid.org/0009-0005-6984-461X

DOI: https://doi.org/10.32350/jitc.142.13

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

Abstract

Abstract Views: 0

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.

Downloads

Download data is not yet available.

References

Abd Rahman, Azmawani., Ebrahim Asrarhaghighi, and Suhaimi Ab Rahman. “Consumers and Halal Cosmetic Products: Knowledge, Religiosity, Attitude and Intention.” Journal of Islamic Marketing 6, no. 1 (2015): 148–63.

Abdolrazagh, Madahi., and Sukati Inda. “The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia.” International Business Research 5, no. 8 (2012).

Agresti, Alan., and B Finlay. Statistical Methods for the Social Sciences: With SPSS from A to Z: A Brief Step-by-Step Manual. Boston: Allyn & Bacon., 2009.

Ahmad, Ahlam Nuwairah., Azmawani Abd Rahman, and Suhaimi Ab Rahman. “Assesing Knowledge and Religiosity on Consumer Behavior towards Halal Food and Cosmetic Products.” International Journal of Social Science and Humanity 5, no. 1 (2015): 10–14. https://doi.org/10.1017/CBO9781107415324.004.

Ajzen, Icek. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50, no. 2 (1991): 179–211.

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

Ali, Qaisar., Asma Salman, Hakimah Yaacob, and Shazia Parveen. “Financial Cost and Social Influence: Factors Affecting the Adoption of Halal Cosmetics in Malaysia.” Academy of Entrepreneurship Journal 25, no. 2 (2019): 1–17.

Ambali, Abdul Raufu., and Ahmad Naqiyuddin Bakar. “People’s Awareness on Halal Foods and Products: Potential Issues for Policy Makers.” Procedia Social and Behavioral Sciences 121, no. 19 (2014): 3–25.

Ansari, Nadia Umair., and Hanif Mohammed. “Factors Affecting the Intent to Purchase Halal Personal Care Products: Empirical Evidence from Pakistan.” International Journal of Islamic Marketing and Branding 1, no. 2 (2015): 199–213. https://doi.org/10.1504/ijimb.2015.071784.

Arlisa, Berliana Rizki., Ratih Hendayani, and Yuvaraj Ganesan. “Foreign Halal Packaged Products That Influence Purchase Intention.” The Asian Journal of Technology Management 12, no. 2 (2019): 86–93.

Asnawi, Nur., Badri Munir Sukoco, and Muhammad Asnan Fanani. “Halal Products Consumption in International Chain Restaurants among Global Moslem Consumers.” International Journal of Emerging Markets 13, no. 5 (2018): 1273–90. https://doi.org/10.1108/IJoEM-11-2017-0495.

Awan, Hayat Muhammad., Ahmad Nabeel Siddiquei, and Zeeshan Haider. “Factors Affecting Halal Purchase Intention: Evidence from Pakistan’s Halal Food Sector.” Management Research Review 38, no. 6 (2015): 640–660.

Awang, Zainudin. Reasch Methdology and Data Analaysis. 2nd Edition. Shah Alam: Universiti Teknologi MARA Publication Centre (UiTM Press), 2012.

—. “SEM Made Simple: A Gentle Approach to Learning Structural Equation Modeling.” Bandar Baru Bangi, MPWS Rich Resources, 2015.

Aziz, Noreen Noor Abd., 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.

Azreen, Jihan., 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.

Bashir, Abdalla M., 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. https://doi.org/10.1080/10454446.2018.1452813.

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

Fiandari, Yulist Rima., 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, 2024. https://doi.org/10.1108/JIMA-05-2023-0139.

Ghazali, Ezlika M., 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. https://doi.org/10.1016/j.ijhm.2021.103109.

Gorsuch, Richard L, and Susan E. McPherson. “Intrinsie/Extrinsic Measurement. 1E Revised and Single-Item Scales.” Journal for the Seienific Study of Religion 28, no. 3 (1989): 348–54.

Hallahmi, Benjamin Beit., and Michael Argyle. The Psychology of Religious Behaviour, Belief and Experience. Routledg Taylor & Francis Group, 2014.

Handriana, Tanti., 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, https://doi.org/10.1108/JIMA-11-2019-0235.

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

Haque, Ahasanul., Abdullah Sarwar, Farzana Yasmin, Arun Kumar Tarofder, and Mirza Ahsanul Hossain. “Non-Muslim Consumers’ Perception toward Purchasing Halal Food Products in Malaysia.” Journal of Islamic Marketing 6, no. 1 (2015): 133–47.

Hashim, Nazlida Muhamad., 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. https://doi.org/10.1108/17590831011026213.

Hashim, P., and D. Mat Hashim. “A Review of Cosmetic and Personal Care Products: Halal Perspective and Detection of Ingredient.” Pertanika Journal of Science and Technology 21, no. 2 (2013): 281–92.

Islam, Tajamul., and Uma Chandrasekaran. “Religiosity and Ecologically Conscious Consumption Behaviour.” Asian Journal of Business Research 5, no. 2 (2016): 18–30.

Jabeur, Nizar Souiden Yosr. “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.

Johnson, Byron R., Sung Joon Jang, David B. Larson, and 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.

Kashif, Muhammad., Siti Zakiah Melatu Samsi, Zainudin Awang, and Mahadzirah Mohamad. “EXQ: Measurement of Healthcare Experience Quality in Malaysian Settings: A Contextualist Perspective.” International Journal of Pharmaceutical and Healthcare Marketing 10, no. 1 (2016): 27–47.

Khan, Mubbsher Munawar., Humaira Asad, and Irsa Mehboob. “Investigating the Consumer Behavior for Halal Endorsed Products: Case of an Emerging Muslim Market.” Journal of Islamic Marketing 8, no. 4 (2017): 625–41. https://doi.org/10.1108/JIMA-09-2015-0068.

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

Kumar, Sameer., Cindy Massie, and Michelle D. Dumonceaux. “Comparative Innovative Business Strategies of Major Players in Cosmetic Industry.” Industrial Management & Data Systems 106, no. 3 (2006): 285–306.

Kyung, SEO Bo. “The Impact of Consumer Innovativeness, Attitude, and Subjective Norm on Cosmetic Buying Behavior: Evidence from APU Female Students.” Ritsumeikan Asia Pacific University, (2012): 1–122.

Mahmud, Mohd Sadad., Nawaz Muhammad Shah, Jamal Abd, Sabir Irfan, and Majid Muhammad Bilal. “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.

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

McCusker, K, and S. Gunaydin. “Research Using Qualitative, Quantitative or Mixed Methods and Choice Based on the Research.” Perfusion 30 (2015): 1–6. https://doi.org/10.1177/0267659114559116.

Mohamad, Mahadzirah., Morliyati Mohammad, Nor Azman Mat Ali, and Zainudin Awang. “The Impact of Life Satisfaction on Substance Abuse: Delinquency as a Mediator.” International Journal of Adolescence and Youth 23, no. 1 (2018): 25–35.

Muslichah, Mohammad Machal., Rose Abdullah, and Lutfi Abdul Razak. “The Effect of Halal Foods Awareness on Purchase Decision with Religiosity as a Moderating Variable: A Study among University Students in Brunei Darussalam.” Journal of Islamic Marketing 4, no. 1 (2019): 1–12.

Mutmainah, Lu’liyatul. “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. https://doi.org/10.12928/ijiefb.v1i1.284.

Nawaz, Muhammad Shah., Mohd Sadad Mahmud, Irfan Sabir, Muhammad Nasir, and Muhammad Imran Mansha. “A Study on Muslim Younger Generation’s Behavioral Intentions towards Purchasing of Halal Cosmetic Products in Pakistan.” The Journal of Contemporary Issues and Government 27, no. 1 (2021): 1660–75.

Nor Ardyanti Binti, Ahmad., 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.

Nurhayati, Tatiek., 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. https://doi.org/10.1108/JIMA-11-2018-0220.

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

Oladapo, Ibrahim Abiodun., 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. https://doi.org/10.5430/ijfr.v10n5p167.

Pooja, Deshmukh. “A Study of Male Consumption Pattern Of Cosmetic Products In Aurangabad City, Maharashtra.” International Journal of Management 6, no. 5 (2015): 37–45.

Puspita, Wanda A., 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.

Putri, Ilma Savira., 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.

Rakrachakarn, Varapa, George P Moschis, Fon Sim Ong, and Randall Shannon. “Materialism and Life Satisfaction: The Role of Religion.” Journal Religion Health 54, no. 2 (2015): 413–26. https://doi.org/10.1017/CBO9781107415324.004.

Ramadania, Evi Oktaviana Putri., and Juniwati. “Intention Toward Halal and Organic Food: Awareness for Natural Content, Religiosity, and Knowledge Context.” KnE Social Sciences 3, no. 10 (2018): 801–10. https://doi.org/10.18502/kss.v3i10.3425.

Saunders, Mark., Philip Lewis, and Adrian Thornhill. Research Methods for Business Students. Harlow (Essex); London; New York: Prentice Hall, 2009.

Sekaran, Uma., and Roger Bougie. “Research Methods for Business: A Skill Building Approach.” John Wiley & Sons, New York 3, no. 11 (2003).

Siti Nurafifah, Jaafar., 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.

Souiden, Nizar, 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, https://doi.org/10.1108/IJBM-10-2013-0115.

Suhana, Mohezar., Suhaiza Zailani, and Zainorfarah Zainuddin. “Halal Cosmetics Adoption among Young Muslim Consumers in Malaysia: Religiosity Concern.” Global Journal Al-Thaqafah 6, no. 1 (2016): 47–59.

Syukur, Muhammad., 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.

Teng, Phuah Kit., and Wan Jamaliah Wan Jusoh. “Investigating Students Awareness and Usage Intention Towards Halal Labelled Cosmetics and Personal Care Products in Malaysia.” 4th International Conference on Business and Economic Research (4th ICBER 2013), Indonesia: Bandung (2013): 367–76. https://doi.org/10.13140/2.1.2298.5281.

Yeomans, Michelle. “Southeast Asia Ramps up Biggest Demand for Halal Cosmetics.” Retrieved 3 January, 2020, from https://www.cosmeticsdesign-asia.com/Article/Southeast-Asia-ramps-up-biggest-demand-for-halal-cosmetics, 2022.

Young Min, Choi., and Jeong Jin Yi. “The Determinants of Imported Food Purchase of Muslim Consumers in Malaysia.” Journal of Islamic Marketing 11, no. 6 (2019): 1539–56.