Determinants of Halal Personal Care Products Purchase Intention: Empirical Evidence from Selected University Students in Malaysia

Abstract

The Malaysian government has developed various programmes and incentives to promote halal products to the public and to establish Malaysia as a leading Global Halal Hub. One of the halal products that is gaining market share in Malaysia’s halal industry is halal personal care products. This study explores the determinants of consumer intention to purchase halal personal care products among students in Malaysia. The Structural Equation Model with Partial Least Square (PLS-SEM) was done on a selected group of 280 university students in Malaysia through an online questionnaire. The findings suggest that product knowledge and religious knowledge have a positive relationship with consumer attitude towards halal personal care products. In addition, this study shows that attitude and subjective norm have a positive relationship with consumer intention to purchase halal personal care products. This result will be beneficial to personal care product manufacturers to improve their marketing strategy, and to halal certifying bodies to inform the public on the importance of purchasing halal certified personal care products and maintain the integrity of halal certification.