Augmented reality adoption in halal cosmetics: Indonesia and Malaysia cross-cultural analysis

Purpose This study investigates how attributes of augmented reality (AR) – vividness, interactivity and customization – affect perceived enjoyment, attitudes and reuse intention in halal cosmetic shopping. Focusing on Muslim consumers in Indonesia and Malaysia, this study aims to examine the cross-cultural differences in the adoption of AR. Design/methodology/approach Data were collected through an online survey of 271 Indonesian and 279 Malaysian female respondents. Structural equation modeling-partial least squares was used to test the proposed relationships within the stimulus–organism–response (S–O–R) theoretical framework. Findings The findings reveal cross-cultural differences in consumer responses to AR attributes. All three AR attributes significantly enhance perceived enjoyment; however, their relative influence differs across the two countries. Interactivity is identified as the strongest predictor in both contexts, while customization has a more critical impact in Indonesia. Perceived enjoyment affects consumer attitudes toward AR, which in turn drives the intention to reuse AR during halal cosmetic shopping. Practical implications The results suggest that marketers should design culturally tailored AR features that align with religious norms and consumer expectations. In Indonesia, personalization features that support halal-conscious decision-making are essential, while in Malaysia, immersive visual quality and system responsiveness are more critical. Originality/value This study demonstrates how the S–O–R framework operates in halal cosmetic shopping across two Muslim-majority countries. By empirically showing that cultural and religious settings shape the S–O–R process, this study provides a contextual extension of the S–O–R framework for technology adoption in Islamic consumption environments. It offers novel insights into how AR can be effectively leveraged in halal marketing strategies within Muslim-majority countries, highlighting the importance of cultural fit in shaping consumer attitudes toward technology.