Factors Influencing the Halal Cosmetics Adoption in Pakistan: Is It the Religion Influencing the Decision?

Mubbsher Munawar Khan () and Mehnaz Rashid ()
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Mubbsher Munawar Khan: University of the Punjab
Mehnaz Rashid: University of the Punjab

A chapter in Research on Islamic Business Concepts, 2023, pp 155-178 from Springer

Abstract: Abstract This paper aims at to explore how Halal cosmetics are perceived by the Generation Y in Pakistan and what are the factors that influence the consumers in its adoption. Halal cosmetics have been introduced in 2016, despite being an innovative concept, it has been unable to create awareness and get a substantial market share. There is a need to find out what are the antecedents for Halal cosmetics adoption that could be useful in planning effective marketing strategies. Although, the religiosity as moderating the consumers’ behavior for Halal cosmetics has been explored in the studies conducted in Pakistan to find out the determinants of Halal cosmetics (Majid et al., Consumer purchase intention towards Halal cosmetics and personal care products in Pakistan. Global Journal of Research in Business & Management, 1(1) (2015); Ali in The antecedents of consumer intention to purchase halal cosmetic products in Pakistan: using behavioral reasoning theory (Doctoral dissertation, Universiti Utara Malaysia, 2017), but how and to what extent actual availability of Halal cosmetics have affected the decision for adopting Halal cosmetics has yet not been explored. The effect of religiosity as a moderating variable is observed, and a new framework is proposed to investigate the determinants of Halal cosmetic products adoption. The findings suggested that awareness and understanding of Halal and characteristics of Halal cosmetics along with social influence have significant impact on adoption of Halal cosmetics.

Keywords: Halal cosmetics; Diffusion of innovation; Religiosity; Social influence; Individual innovativeness; Awareness of Halal cosmetics (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-18663-9_10

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DOI: 10.1007/978-3-031-18663-9_10

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