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@ Halal | January-February . 2021

products ? Halal importance has opened the floodgates for established international companies

Cosmetics products .

There were no efforts to promote them . Therefore , halal ingredients and adulterants were rampant in the market until the late 1980s ( Puziah &

Dzulkifly , 2013 ).

According to Kaur et al . ( 2018 ), the halal industry ’ s nascent began 30 years ago with brands like Unza ’ s Safi , which was introduced in 1985 and Zaitun group , the pioneer manufacturer and market leader of halal cosmetics that captured a considerable market share .

However , the growth was slow but there was progress in penetrating the market share against other international products .

In recent years , halal cosmetic products ’ growth could be attributed to Original Equipment Manufacturers ( OEMs ), which provide a low price of ingredients and adulterants .

A lower cost price to produce cosmetic products spurred industry players to develop more halal items . the halal seeking item ’ s development amongst the industry players . Simultaneously , there was a strong advertising push from advertisement through social media and websites to use and consume halal products amongst consumers .

With the inception of JAKIM and Halal Development Corporation ( HDC ) to spearhead halal production in Malaysia , the awareness of halal has increased significantly amongst the industry players and consumers at large .

Halal importance has opened the floodgates for established international companies like Colgate , Procter and Gamble and Unilever to rigorously embrace halal as the vital component in their business models , paving the way for other global markets to follow suit .

These international players have shaped the demand and behaviour patterns for consumers , and today the lens of the market are eager to compete in this growing segment .

Today , zooming closely on commercial cosmetic items , halal products are shaping new interest in the Malaysian economic frontier , standing as one of the significant contributors to GDP amounting to RM467 million , a four per cent increase in 2014 compared to the year before ( Yeo et al ., 2016 ).

Challenges for halal cosmetics to be accepted in Malaysia

Halal cosmetic products are considered innovative and revolutionary in the cosmetics industry as they offer high-quality products that are halal compliance and meet strict scientific guidelines .

However , halal cosmetic brands are still facing challenges in their positioning and cannot find a method of encouraging customers to buy them .

Although there is an increasing awareness of halal cosmetics among Muslim consumers , the factors that might stimulate consumers to choose halal cosmetics are still ambiguous .

Malaysia has been importing various cosmetic products from several global manufacturers , and most are produced by non-Muslim manufacturers .

Because of this , “ halalness ” has become a very notable term in issues about the production processes or ingredients of cosmetic products . Thus , its compliance to halal requirements and standards are doubtful .

As the demand for halal cosmetic products is accelerating day by day , marketeers ought to fully comprehend the factors that may affect halal cosmetics ’ purchase behaviour among Muslims consumers .

By having a holistic knowledge in this area , marketers will be able to produce halal cosmetic products that can cater to Muslim consumer needs and preferences .

This particular study from the industry ’ s perspective intends to identify the factors affecting Muslim consumers ’ choice of halal cosmetic products in Malaysia . It is also to investigate the relationship between all these factors to choose halal cosmetic products using an evolution of the Total Planned Behaviour ( TPB ) conceptual framework .

Method of studies

This particular study aims to understand the factors that may affect Muslim consumer ’ s intention to choose halal cosmetics by using a quantitative approach .

The study ’ s target population at hand comprises Muslim consumers from major cities in Malaysia , including Sabah and Sarawak . These respective locations have been chosen as they are the most urbanised cities in Malaysia .

Moreover , these cities have many shopping malls with a wide array of cosmetic products . Thus , consumers residing in these cities are knowledgeable about cosmetic products and

Table 1 . Mean score and Standard Deviation ( based on Likert scale 7 points )

Factors N Mean Standard deviation Attitude 753 6.155 0.0346 Subjective Norm 753 5.783 0.0357 Perception of control behaviour 753 5.618 0.0353 Habit 753 5.726 0.0362 Halal Logo 753 5.894 0.0344 Awareness / Knowledge 753 5.593 0.0395 Health / Safety 753 5.873 0.0356 Identity as Muslim 753 6.140 0.0350