Investigating factors affecting purchase intention of halal cosmetics products among Millennial consumers: findings from PLS-SEM approach

Purpose The purpose of this study is to examine the factors that affect Millennial female Muslim customers’ Halal cosmetics purchase intention. The global Muslim population is increasing, and rising spending power is driving demand for Halal cosmetics. Halal cosmetics are transforming the cosmetics industry with high-quality, scientifically based standards and Halal compliance. This study models how Millennial characteristics influence the adoption of Halal cosmetics to address this gap. Design/methodology/approach A quantitative research approach was used, using purposive sampling to collect data from 274 respondents. Partial least squares structural equation modelling was used to examine the relationships between the research variables. Findings The results of this study indicated that trust, attitude and Halal awareness are significant predictors of the purchase intention of Halal cosmetics. Likewise, perceived value, religiosity and product characteristics significantly affect Millennial consumers’ attitudes. Contrarily, attitude was unaffected by knowledge and social influence. Research limitations/implications This study suggests a new paradigm to enhance Halal cosmetics consumption. Few studies have examined the relationship between religion, perceived value, knowledge, perceived utility, attitudes and the intention to purchase Halal cosmetics in this environment. Second, this study applies the theories of SOR, TPB and TRA to the literature on Halal products. Third, this study fills a significant gap in the literature by identifying context-specific factors affecting Halal cosmetics purchases. Practical implications This research will provide policymakers and practitioners in the Halal cosmetics sector with evidence-based information to inform their choices of product features and functionalities. Originality/value This study’s two specific focuses make it valuable to Halal product marketing. Cosmetic purchases are less examined than Halal food. Additionally, this study examines Millennial female Muslims, who are projected to make more specific purchasing decisions than other generations. Thus, considering these two characteristics, which are pertinent to modern business marketing conversations, makes this study unique.