Factors influencing millennials’ purchase decisions toward halal beauty supplements

This research investigates the factors that influence millennials' purchasing decisions regarding halal beauty supplements. In recent years, the global demand for halal beauty products has significantly increased, highlighting the need for businesses to understand the drivers behind millennial consumer behavior in this sector. The study seeks to expand the current body of knowledge by identifying and evaluating these key influencing factors. A quantitative approach was used, starting with the development of a conceptual framework based on an in-depth review of literature on consumer behavior, beauty supplements, and halal products. Data were gathered through an online survey, which targeted a sample of millennials who had purchased halal beauty supplements, aiming to quantify and assess their preferences and motivations. The research focused on various factors, including brand credibility, price sensitivity, social influence, product quality and effectiveness, ethical considerations, health and wellness concerns, and religious beliefs. The analysis revealed the importance of these factors and how they interact to shape millennial consumer behavior in this niche market. The findings provide valuable insights for manufacturers and retailers of halal beauty supplements, offering strategies to effectively reach millennials, a key demographic in the beauty industry. This study contributes to a deeper understanding of the halal beauty market and millennial consumer behavior, offering practical recommendations for businesses to develop products and marketing strategies aligned with the preferences of this demographic. Additionally, the research addresses a gap in the existing literature on halal beauty supplements and sets the stage for future studies in this area.