Journal Title: Journal of Islamic Thought and Civilization
Link: https://doi.org/10.32350/jitc.142.13
Blog Summary
The growing demand for halal products has paved the way for exciting developments in the cosmetics industry. In their insightful study, “Analyzing the Mediating Roles of Attitude and Awareness in Shaping the Relationship between Religiosity and the Purchase Intention of Halal Cosmetics,” Dr. Muhammad Bilal Majid from the Chaudhry Abdul Rehman Business School (CARBS), Superior University, alongside researchers from COMSATS University Islamabad and University of Central Punjab Lahore, delve into the factors influencing halal cosmetics purchasing decisions.
This research, conducted in Punjab, Pakistan, focuses on how religiosity, consumer attitude, and awareness shape the intention to purchase halal cosmetics. Surveying 379 students from private medical institutions, the study utilized advanced statistical tools like Structural Equation Modeling (SEM) via AMOS to uncover key dynamics. Surprisingly, the study found that religiosity alone does not directly impact the intention to purchase halal cosmetics. Instead, it is through the lenses of positive attitudes and heightened awareness that religiosity exerts its influence.
The research highlights the importance of fostering consumer education and creating awareness about the health and spiritual benefits of halal cosmetics. For marketers and policymakers in Pakistan’s burgeoning halal cosmetics market, these findings provide a clear roadmap: prioritize educational campaigns and emphasize the alignment of halal products with Islamic values and superior health benefits.
Dr. Majid and his team have successfully bridged a critical gap in halal marketing literature, offering actionable strategies to cater to the growing demand for halal-certified cosmetics. Their work is a testament to the transformative potential of consumer insight-driven marketing in building sustainable and faith-aligned industries. For companies in Pakistan and beyond, this research underscores the importance of attitude and awareness in shaping a halal-conscious future.
Authors:
- Dr. Muhammad Shah Nawaz, COMSATS University Islamabad, Sahiwal Campus, Pakistan
- Dr. Irfan Sabir, University of Central Punjab, Lahore, Pakistan
- Dr. Muhammad Bilal Majid, Superior University, Lahore, Pakistan
- Ms. Asma Rafique, University of Central Punjab, Lahore, Pakistan