January-February . 2021 | @ Halal

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Identity as a Muslim . Table 2 . Hypothesis Result ( Smart-PLS )

are able to make a choice .

One thousand sets of documents were issued to the consumers in the chosen location . The answers in the papers were analysed to identify the factors affecting consumers ’ choice of halal products .

Further analysis was conducted using The Partial Least Square-Structural Equation Modelling ( PLS-SEM ) approach to test the relationship between each factor and the consumers ’ intentions of buying the products .

Findings

Descriptive Analysis It received 753 sets of documents from the 1000 sets issued for the purpose of analysis . The data breakdown showed 69.6 per cent female respondents and 30.4 per cent male respondents .

More than half of 53.5 per cent of the respondents were married and 43 per cent single . The age of young respondents between 15-25 years ( generation Y ) was 30.3 per cent compared to adult respondents aged between 26-55 years which was 66.0 per cent .

According to priority , descriptive statistics show the three top factors that motivate consumers to choose halal cosmetics are ; a positive attitude , identity as a Muslim , and halal logo on the products . This is followed by health & safety , subjective norm , habit , perceived behaviour control and awareness / knowledge of halal cosmetics .

For the mean value of each factor tested , all variable aspects indicate that the respondents agree / score ( above 5 : Likert scale 7 points ) under the survey questionnaire items .

Factor analysis

The Partial Least Square-Structural Equation Modelling ( PLS-SEM ) approach supported by

Smart-PLS 2.0 was employed to evaluate the hypothesised model .

The hypotheses were assessed per the statistical output attained for the model . Eight assumptions were evaluated , and the outcomes are depicted in Table 2 .

It indicates the values for estimates , critical ratios and t-statistic . By looking at the table , it can be seen that out of the eight hypotheses that were proposed five ( 5 ) were supported as they had t-statistics value more than 1.96 . However , three ( 3 ) were not supported because of t-statistics value below 1.96 .

Conclusion

In terms of choosing halal cosmetic products , Muslim consumers are highly aware of the “ halalness ”. The demand for halal cosmetic products has surged among Muslim consumers at large .

This occurrence has signalled that marketeers should comprehend the importance of Muslim consumers ’ purchase behaviour towards halal cosmetic products .

First and foremost , the study outcomes have demonstrated that several factors , particularly self-identifying as Muslim , a positive attitude , concern on safety & health , habit and perceived behavioural control are significantly associated with Malaysian Muslim consumers ’ choice of halal cosmetic products .

Similarly , Ansari and Mohammed ( 2015 ) demonstrated that in the event of choosing halal cosmetics , religiosity plays a crucial role in influencing Muslim consumers ’ intentions .

However , contradicting the majority of prior findings , halal logo , subjective norm and awareness and knowledge , statistically were found to have no significant relationship with Malaysian Muslim consumers ’ intention to choose halal cosmetic products .

A positive attitude leads to choosing halal .

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

Hence , marketeers should make their products easily accessible and affordable for their respective target customers .

Simultaneously , to encourage consumers to choose their products , they should ensure that the products are safe and of high quality .

All marketeers who are selling cosmetic products to Muslim consumers , specifically in Malaysia , should try their very best to create positive intentions toward their products .