Exploration of halal product purchase behavior of educated Millennial Muslim: evidence in rural and urban users

Purpose This study aims to analyze the influence of ecological, safety and environmental values on the attitude of purchasing halal cosmetic products and explore the moderating role of media exposure and religiosity. In addition, this study compares the perceptions of urban and rural consumers in purchasing decisions of halal products. Design/methodology/approach This study uses a quantitative approach with the Partial Least Squares-Structural Equation Modeling method. Data were collected through a survey of 271 respondents from urban and rural areas in Indonesia. Findings Urban consumers are more influenced by ecological, safety and environmental values in forming purchasing attitudes, while rural consumers are more influenced by media exposure and religiosity. Purchasing attitudes have a significant impact on purchasing behavior in both groups. Research limitations/implications This study is limited to a quantitative approach and samples from several regions in Indonesia. Other factors such as price and product quality also need to be studied further to understand the dynamics of halal cosmetic consumption more comprehensively. Practical implications Halal product marketing strategies need to be tailored to market segmentation. Urban consumers are more responsive to science-based information and desires, while rural consumers require a community-based approach and religious authority. Social implications Raising awareness about halal cosmetics can be done through digital media for urban consumers and community-based approaches for rural consumers. The role of religious leaders and ongoing education is very important in increasing consumption of halal products. Originality/value This study contributes to understanding the differences in factors driving attitudes toward purchasing halal products between urban and rural consumers and reveals the moderating role of media exposure and religiosity, which have not been widely studied in the context of halal cosmetics.