Factors affecting consumers' loyalty towards halal cosmetics: an emerging market perspective

Ramzan Sama and Jay P. Trivedi

International Journal of Business and Emerging Markets, 2019, vol. 11, issue 3, 254-273

Abstract: India is an emerging market for halal products and services. However, few researchers have attempted to study the factors which lead to consumers' loyalty towards halal cosmetics. This research focused on observing the effect of consumers' beliefs and subjective norms on attitude towards halal cosmetics products, which further leads to love for the cosmetic brand, finally leading to loyalty among the Muslim consumers. The descriptive research design was used to conduct the study. Data were collected from India's largest Muslim ghetto, i.e., Juhapura area of Ahmedabad. The results indicate that Muslim consumers' beliefs have the most significant effect on attitude towards halal products, which leads to brand love. Further, brand love leads to brand loyalty for halal cosmetics. Religiosity moderates the relationship between consumers' beliefs, subjective norms, and the dependent variable-attitude towards halal products.

Keywords: halal cosmetics; consumer beliefs; subjective norms; religiosity; brand love; brand loyalty; India. (search for similar items in EconPapers)
Date: 2019
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