The antecedents of consumer intention to purchase halal cosmetic products in Pakistan: using behavioral reasoning theory

The research on halal cosmetic buying intention is still at the early stage and the reason to explain the buying behavior of halal cosmetic products among young Muslim consumers still remains unclear. To investigate this issue, this study has examined the factors that influence an individual’s intention to purchase halal cosmetic products. Literature review in this field shows that religiosity dimensions (i.e., interpersonal religiosity and intrapersonal religiosity) related to halal cosmetic in terms of understanding an individual’s intention to purchase halal cosmetic products has been neglected. This research developed a more comprehensive model to investigate factors that influence individual’s intention to purchase halal cosmetic products. This is done by incorporating religiosity dimensions in the behavioral reasoning theory. In this theory, the reasoning approach provides a complete set of antecedents that provide a better explanation of the intention to purchase halal cosmetic products, thus enhancing the practical contributions of this study. Data was collected through self-administered survey questionnaire from 542 full-time students in local private medical colleges located in the province of Punjab, Pakistan. Structural equation modeling was employed as the main statistical technique. Overall, the results indicate that the proposed model provides a good understanding of factors that influence the intention to purchase halal cosmetics products. Approximately 61% of the total variance of intention was explained by this proposed model indicating that the addition of the religiosity construct has increased the model’s explanatory capability. The results reveal that the model provides a better understanding of factors that influence the intention to purchase halal cosmetic products. The study also highlights the implications and limitations of the study as well as the suggestions for future research.