merged

Determine the intention to buy halal cosmetics among islamic studies
student in International Islamic University (UIA)
Nurul Afiqah Binti Mustaffa Kamal
Dr. Abdul Hafaz Bin Ngah
Bachelor of Management (Maritime)
School of Maritime Business and Management
The Halal cosmetic industry has been expanding rapidly in both developed and
developing countries. Muslim consumers’ awareness toward halal cosmetic products
has been increasing. Despite the importance of Halal to Muslims, issues of cosmetics
products without Halal certified still occurs in the market due to the great positive
response from consumers including Muslim. Muslim consumers should be able to
exercise their rights when they considered the halal issues are very important to them.
Therefore, this study aims to investigate the intention, perceptions and behaviour of
Islamic studies student in International Islamic University Malaysia (IIUM) towards
halal-labelled cosmetic using the Theory of Planned Behaviour (TPB) include brand
loyalty. A quantitative approach via self-administered questionnaire was adopted and
data were collected among 300 Islamic studies students in IIUM. The findings shows
that the attitude, subjective norm and brand loyalty towards halal certification have a
significant relationship with purchase intention towards halal cosmetics. Meanwhile,
perceived behavioural control have no significant relationship. This study provide
cosmetics manufacturers with a greater understanding of the factors that influence
consumers purchase intention towards halal labelled cosmetics products.
1563 | UMT UNDERGRADUATE RESEARCH DAY 2018