The Roles of Word of Mouth, Religiosity, and Behavioral Control Toward Halal Cosmetics’ Purchase Intention: Attitude as Mediation

This study aims at discovering the antecedent of halal cosmetics’ purchase intention by conducting development on Planned Behavioral Theory through adding the constructs of word of mouth and religiosity. Attitude plays the role as mediation variable which correlates word of mouth and religiosity towards purchase intention and mediation variable between religiosity and halal cosmetics’ purchase intention.
The sample of this study were 196 Muslim women living in Indonesia. This research was conducted using online survey via google form. The collected data were analyzed using partial least square.
Based on the research findings, word of mouth did not directly influence halal cosmetics’ purchase intention. Religiosity variable also did not directly influence halal cosmetics’ purchase intention. Attitude played the role as the mediation between word of mouth and halal cosmetics’ purchase intention. Attitude was also able to become the mediation between religiosity and halal cosmetics’ purchase intention. Behavioral control and attitude directly influenced halal cosmetics’ purchase intention.
This research findings supported business owners to make sure the cosmetics’ safety for the sake of the users. Halal label is a guarantee that the cosmetics’ process has been through the raw materials selection, the standardized product processing, and also the hygienic distribution process. Products’ safety needs to be equipped with the products’ benefits for the consumers’ necessity. Business owners need to inform the products’ benefits message in a manner which is interesting and easy to accept. Business owners can elevate halal cosmetics’ position through users’ recommendation to increase the economic potential value of halal cosmetics.
The literature development of halal products especially cosmetics is pretty much needed as cosmetics users tend to increase throughout the world. The contribution of literature development of halal cosmetics is to strengthen the importance of cosmetic products’ halal.

DOI : 10.1108/JIMA-05-2023-0139