Factors influencing intention to purchase halal cosmetic among Universiti Malaysia Perlis (UNIMAP) students

The main objective of this research is to examine the factors influencing customer intention to purchase halal cosmetics in Malaysia especially by University students. The research investigates on three factors that affect the intention to purchase halal cosmetics in Malaysia which are religious values, attitude, and subjective norm. Data were collected from 299 students in Universiti Malaysia Perlis. The internal consistency reliability test of Cronbach’s Alpha indicated that all scale items were proven reliable. Correlation and Multiple Regression were used to examine the relationship between independent variables and dependent variable. The results showed that there are positive relationships between the three factors and intention to purchase halal cosmetics. The result also showed the subjective norm is the most important factor in affecting customer intention to purchase halal cosmetics in Malaysia.