Halal Knowledge, Religiosity and Celebrity Worship in Determining Muslim Consumers Purchase Intention on Halal Cosmetics: A Conceptual Model

Abstract

A conceptual model for Muslim consumers' buying behaviour of Halal cosmetics products is proposed. This conceptual paper explores the underlying determinants that are likely to influence Muslim consumers’ perceptions and attitudes towards halal cosmetic products in Malaysia. The determinants are based on the consumers' consumption value through the expansion of the Theory of Consumption Value (TCV). This paper applies the consumption value model as the basic framework, which includes the halal knowledge, religiosity, and celebrity worship. There is a need to investigate the value dimensions in greater depth and to operationalise the dimensions to establish the key relationships that can better explain consumers’ choices in their purchase intention and buying decision behaviour. Recommendations for future research are also discussed.