Halal 4.0 cosmetics: next-generation technologies in building trust and ethical consumerism among Gen Z

Purpose The purpose of this research is to understand the factors that influence Gen Z consumers in Bangalore to purchase Halal 4.0 cosmetics. It aims to explore how digital marketing tools like AI beauty influencers (AIBI) and gamification affect their buying decisions, and to examine the role of trust, ethical values and traditional factors such as Halal certification. The study also seeks to provide practical insights for Halal cosmetic brands to better connect with young, tech-savvy consumers in urban areas. Design/methodology/approach The study investigates the purchase behavior of Muslims in Karnataka, India, regarding Halal 4.0 Cosmetics. It uses a quantitative research approach, focusing on factors like ethical consumerism, gamification, digital trust (DT), sensory marketing and AI-generated beauty influencers. A quantitative research approach was used, with 366 respondents. The research aims to understand the psychological and cultural factors influencing Halal Cosmetics purchase decisions. Findings The study reveals that Gen Z consumers in Bangalore are influenced by factors such as convenience, ethical values and creative marketing approaches. Urban consumers adopt new technology faster due to better access to digital tools and online shopping platforms. Gamified Halal Marketing and AIBI are key factors shaping buying behavior. The study suggests Halal cosmetic brands should focus on digital marketing tools like AIBI and gamified campaigns to attract Gen Z shoppers. Originality/value This research explores the Halal 4.0 cosmetics industry, focusing on emerging technologies like block chain, AI and IoT, and their impact on Gen Z’s trust and purchasing behavior. It emphasizes DT, transparency, sustainability and ethical values, providing insights for brands to meet ethical expectations. The study contributes to Halal marketing, digital ethics and consumer behavior research.