A study of halal cosmetic and personal care among Non-Muslim: A consumer perspective

Mohd Shukri, Nurul Ajmal (2019) A study of halal cosmetic and personal care among Non-Muslim: A consumer perspective. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) A Study of Halal Cosmetic and Personal Care among Non-Muslim A Consumer Perspective.pdf - Submitted Version Download (1MB)
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Abstract

Majority of non-Muslim society believes that Halal is meant for Muslim only. The way of producing the halal cosmetic, the packaging, the product and the marketing itself lead to promote exclusively for Muslim only. They don’t have sufficient knowledge and awareness about halal because most of the company did not concern more about convincing and approaching non-Muslim society. So, this research is conducted to study the consumer perspective towards halal cosmetic and personal care among non-Muslim. There are 240 respondents involved in this study and survey has been distributed to all respondent by using quantitative method and structured questionnaires to analyse the most significant factor affecting the purchase intention of Halal cosmetic and personal care among non-Muslim. The result of the study shows that brand trust factor significantly influences the purchase intention of Halal cosmetic and personal care. Cosmetics companies targeting non-Muslim markets are therefore advised to construct their marketing activities based on a behavioural perspective which increases and benefits social expectations and awareness which in turn would enhance their competitive advantage. The factor that influences the purchase intention is halal awareness, religiosity, halal certification, attitude and brand trust. It also recommends that future researcher to combined two methods which qualitative and quantitative study in this research to get more in-depth about the behaviour of the non-Muslim consumer.

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