Intention to Purchase Halal Cosmetics: Do Males and Females Differ? A Multigroup Analysis

As Muslims bound to Islamic teachings, the attitude of young millennials preferring non-halal international cosmetics is trivial. Despite the acceptance of halal food, literature on the acceptance of halal cosmetics remains scarce. The intention to purchase halal cosmetics is crucial for the sustainability of halal cosmetics manufacturers. The authors used the theory of planned behavior to identify factors influencing the purchase intention of halal cosmetics among Muslim millennials. Since cosmetics are not exclusively used by females, as males are starting to use them in their daily lives, gender was incorporated into the framework to assess its moderating effect on the relationship. Furthermore, brand image was included in the theory of planned behavior. Data were collected from three universities in Malaysia. A total of 501 responses were analyzed with smart partial least squares to run a multigroup analysis. The analysis revealed that subjective norms have a stronger effect on females, and perceived behavioral control has a greater effect on males. Although attitude and brand image have a positive effect on the intention to purchase halal cosmetics, gender has no effect. The findings are essential for halal cosmetics manufacturers to craft a marketing strategy aimed at Muslim millennials in Malaysia.