Young Adult Muslim Consumer Intention to Purchase Halal Cosmetics: Application of the Theory of Planned Behavior

摘要

This study strives to examine the impact of subjective norms, perceived behavioral control and attitude on customer intention to purchase halal cosmetics among young adult Muslim consumers. Data was collected via an online survey from 165 young Muslim consumers. The results demonstrate that attitude, subjective norms, and perceived behavioral control are significant in influencing young adult Muslim customer intention to purchase halal cosmetics. The study shows that subjective norm has the highest parameter coefficient value compared to the other two antecedents of intention which indicates that the intention to buy halal cosmetics is largely influenced by the opinions of the consumers significant others, such as friends and relatives.