Purchase Behavior of Halal Hair Dyes: Knowledge, Religious Understanding Level, and Attitudes among Cosmetology Students

Despite the increasing demand for halal products, consumers are still confused with regard to the halal status of hair dyes. This study aims to identify the relationship between knowledge, religious understanding level, and attitudes toward the purchase behavior of halal hair dyes among students with a background in cosmetology. This quantitative study was conducted using a survey method, questionnaires. The sample consisted of 365 students from the Faculty of Educational Studies, Universiti Putra Malaysia (UPM), selected through purposive sampling based on Krejcie and Morgan’s table (1970). Preliminary screening was conducted to ensure that only respondents who met the study criteria were selected prior to distributing the questionnaire. The findings revealed a strong and significant relationship between knowledge and the purchase behavior of halal hair dyes among cosmetology students (r = .654, ρ < .001). Similarly, the level of religious understanding demonstrated a very strong and significant relationship with purchase behavior (r = .720, ρ < .001). The results also indicated a very strong and significant relationship between attitude and purchase behavior (r = .722, ρ < .001). Based on these findings, it is evident that the purchase behavior of halal hair dyes is influenced by students’ knowledge, religious understanding, and attitudes.