Consumer purchase intention towards halal cosmetics among muslim women

The Muslim population is increasing globally and with its awareness of consuming Halal Products, more people tend to consume Halal Product. Halal now extends to many areas such as Halal cosmetics instead of focusing only on foods and beverages. In Malaysia, the demand for Halal Cosmetics is increasing rapidly due to the high quality and Shariah-compliance of the products. As a Muslim country, Malaysia is known as a pioneer in creating standards as rules and guidelines for Halal Cosmetics and Personal Care through Malaysia Department of Islamic Development (JAKIM). The main objective of this research is to examine the factors influencing customer intention to purchase halal cosmetics among Muslim women. The research investigates on four factors that affect the intention to purchase halal cosmetics which are Religiosity, Halal Knowledge, Subjective Norms and Relative Advantages. For this research, the target population would be among Muslim women in Kuching Sarawak aged 18 and above because Muslim women at this aged are frequent buyers of cosmetic products. A self-administered questionnaire distributed 150 respondents in Kuching, Sarawak. Therefore, this study is to offers the Malaysian Halal Cosmetic industry a better understanding of the consumer behavior towards Halal Cosmetics especially among Muslim women.