The future of halal beauty: what drives young female consumers to choose halal cosmetics?

Purpose This study aims to expand the consumer behavior model in purchasing halal cosmetics by integrating the Theory of Planned Behavior (TPB) and stimulus–organism–response (SOR) in understanding the factors that influence halal purchase intention. Design/methodology/approach This study uses a quantitative approach with a survey questionnaire method distributed to young women in several provinces in Indonesia. A total of 316 valid questionnaire samples were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the relationship between variables in the research model. Findings The results of the study show that religious commitment and halal cosmetic knowledge have a significant effect on halal brand awareness and attitude, which in turn influences halal purchase intention. In addition, halal brand awareness and attitude are proven to be the main factors that drive purchase intention of halal cosmetics. However, the findings also show that halal cosmetic knowledge does not have a direct influence on halal purchase intention, which indicates that halal brand awareness, religious commitment and attitude are more important determinants of purchase intention compared to just knowledge about halal cosmetics. Furthermore, the research results found that halal brand awareness can moderate religious commitment and halal cosmetic knowledge toward halal purchase intention, and attitude toward halal cosmetics moderates religious commitment and halal cosmetic knowledge toward halal purchase intention. Practical implications Cosmetic companies can use this insight to design more effective marketing strategies by considering consumer preferences regarding non-food halal products. Success in promotion will encourage the younger generation to be more active in seeking information about halal cosmetics, which will ultimately increase purchase intentions. Originality/value To the best of the authors’ knowledge, this study is the first attempt to comprehensively address the young female purchase intention toward halal cosmetics through the integration of TPB and SOR theory.