From Belief to Buy: Analyzing Halal Cosmetic Purchase Intentions among Pakistani Women
Abstract/Description
This study examines the key factors that influence the purchase intention of halal cosmetics among consumers in Pakistan, with a particular focus on Muslim women. Utilizing a quantitative approach, data were collected from 200 respondents and analyzed using SPSS and SmartPLS software to investigate the roles of subjective norms, religious beliefs, halal brand image, and knowledge about halal cosmetics. Results indicate that both subjective norms and religious beliefs significantly impact consumers’ intention to purchase halal cosmetics, underscoring the powerful influence of cultural and religious values in shaping consumer behavior. Although the direct effects of halal brand image and halal product knowledge were not statistically significant, knowledge exhibited an indirect effect on purchase intention through a positive influence on consumer attitudes. These findings suggest that promoting halal awareness and aligning marketing strategies with religious and community values can strengthen consumer engagement in this niche yet growing segment. The study provides actionable insights for marketers, policymakers, and halal product developers aiming to better cater to the needs of faith-driven consumers. Future research should consider qualitative and cross-cultural studies to expand understanding of global halal beauty trends.
Keywords
Halal cosmetics, purchase intention, subjective norms, religious beliefs, halal brand image, knowledge about halal cosmetics, Pakistan.
Track
Marketing
Session Number/Theme
Marketing - Session II
Start Date/Time
13-6-2025 2:15 PM
End Date/Time
13-6-2025 3:55 PM
Location
MCC – 15 AMAN CED Building
Recommended Citation
Rashid, D., & Lakho, A. (2025). From Belief to Buy: Analyzing Halal Cosmetic Purchase Intentions among Pakistani Women. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/20
COinS
From Belief to Buy: Analyzing Halal Cosmetic Purchase Intentions among Pakistani Women
MCC – 15 AMAN CED Building
This study examines the key factors that influence the purchase intention of halal cosmetics among consumers in Pakistan, with a particular focus on Muslim women. Utilizing a quantitative approach, data were collected from 200 respondents and analyzed using SPSS and SmartPLS software to investigate the roles of subjective norms, religious beliefs, halal brand image, and knowledge about halal cosmetics. Results indicate that both subjective norms and religious beliefs significantly impact consumers’ intention to purchase halal cosmetics, underscoring the powerful influence of cultural and religious values in shaping consumer behavior. Although the direct effects of halal brand image and halal product knowledge were not statistically significant, knowledge exhibited an indirect effect on purchase intention through a positive influence on consumer attitudes. These findings suggest that promoting halal awareness and aligning marketing strategies with religious and community values can strengthen consumer engagement in this niche yet growing segment. The study provides actionable insights for marketers, policymakers, and halal product developers aiming to better cater to the needs of faith-driven consumers. Future research should consider qualitative and cross-cultural studies to expand understanding of global halal beauty trends.
