Bridging faith and innovation: mediating effects of awareness and consumer innovativeness

Purpose The purpose of this study is to investigate the halal purchase intentions among private medical colleges and university students. Halal is an essential aspect of Muslims. Halal cosmetics are also important to consumers, just as other halal products are. Worldwide, halal cosmetics are important and their market is growing annually. With substantial market demand for halal cosmetic products, the halal cosmetics industry is highly competitive and characterized by rapid product innovation. Therefore, consumers should be more innovative and more aware of halal innovative products. Design/methodology/approach The unit of analysis was individual university students from private medical colleges. The study was quantitative. The authors distributed self-administered questionnaires to respondents using simple random sampling. After conducting normality testing, 379 questionnaires were fit for analysis. Data analysis was performed using the Statistical Package for the Social Sciences, while structural equation modeling was performed using Analysis of Moment Structures. Findings The results indicate that H1 (the direct effect of religiosity on halal purchase intention) is rejected. However, H2 and H3 are supported, showing that religiosity significantly influences consumer innovativeness and awareness. Furthermore, H4 and H5 confirm that this relationship is fully mediated, indicating that religiosity affects halal purchase intention only indirectly through awareness and consumer innovativeness. Originality/value This study makes a significant contribution to the halal literature and to the management of halal cosmetics companies by examining the mediating effect of consumer innovativeness and awareness as crucial factors that can impact halal purchase intention toward halal cosmetics. This study is beneficial for halal policymakers and marketers on how halal cosmetics companies can use the findings from this study to manage consumers’ innovativeness and awareness effectively.