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Adoption of halal cosmetics: extending the theory of planned behavior with moderating role of halal literacy (evidence from Pakistan)

Bhutto Muhammad Yaseen, Ertz Myriam, Soomro Yasir Ali, Ali Khan Mussadiq Ali et Ali Waheed. (2022). Adoption of halal cosmetics: extending the theory of planned behavior with moderating role of halal literacy (evidence from Pakistan). Journal of Islamic Marketing,

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Purpose. The primary purpose of this study is to develop an extended Theory of planned behavior (TPB) model by adding religious commitment (RC) and self-efficacy as internal variables and investigating the effect of these variables on attitudes toward halal cosmetics. In addition, this study also examined the moderating role of halal literacy in the relationships between attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC), and intentions to purchase halal cosmetics.

Design/methodology/approach. The method of data collection used was self-administered surveys with customers in two stores in Karachi, Pakistan, yielding 267 valid questionnaires. To guarantee validity and reliability, convergent and discriminant validity analyses were conducted, and structural equation modeling (SEM) was advanced to assess the relationships between variables using SmartPLS 3.0 software. The interaction moderation technique has been used to examine the moderating effect of halal literacy on the purchase intention of halal cosmetics.

Findings. The results show that RC and self-efficacy both significantly impact the attitudes of Gen Y. Normative beliefs also had a significant relationship with SN. Further, ATT and SN had a significant relationship with purchase intention (PI) of halal cosmetics, while PBC was non-significant. Furthermore, halal literacy is found to have a positive moderating influence on ATT and PI; and SN and PI. Lastly, the moderating effect of halal literacy does not exist in the relationship between PBC and PI.

Research limitations/implications. Participants' characteristics should vary for future studies, and larger sample sizes may yield different results. It is critical for managers working in the cosmetic industry to monitor Muslim consumption patterns to develop strategies to reach Muslim consumers. This study reveals the effect of religious commitment, self-efficacy, and the moderating role of halal literacy on the behavioral attitudes of a booming market sector, which can guide marketing managers in developing more effective advertising campaigns.

Originality/value. This paper contributes to the halal consumption literature by exploring religious commitment and self-efficacy as constructs for the very first time in the TPB model. This study is the first to explore the influence of halal literacy on Gen Y Pakistani Muslim consumer behavioral intention toward halal cosmetic products using the TPB model. The paper offers an extended TPB model framework that may be of interest to scholars, marketers, and policymakers.

Type de document:Article publié dans une revue avec comité d'évaluation
Version évaluée par les pairs:Oui
Sujets:Sciences sociales et humaines > Sciences de la gestion > Marketing
Département, module, service et unité de recherche:Départements et modules > Département des sciences économiques et administratives
Mots-clés:halal cosmetics, theory of planned behavior, Pakistan, halal literacy, islam
Déposé le:07 janv. 2023 21:26
Dernière modification:09 févr. 2023 15:29
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