Product Positioning as a Moderator for Halal Cosmetic Purchase Intention

Document Type : Research Paper


1 Commerce Department, Politeknik Nilai, Bandar Enstek 71760, Labu Negeri Sembilan Malaysia.

2 Faculty of Economics and Management, Universiti Kebangsaan Malaysia, 43600 UKM Bangi, Selangor Malaysia.

3 Commerce Department, Politeknik Ungku Omar, 31400 Ipoh, Perak Malaysia


Consumers have been spoiled by the quality of Halal products available on the market. However, existing literature has lacked recognition for consumer Halal cosmetic products. Therefore, this study enhances the body of knowledge about consumer attitude and intention to purchase Halal cosmetic products. Specifically, this article will discuss the moderating effect positioning has on attitude with purchase intention and subjective norms and purchase intention. While this study focuses on cosmetic products, it will also help to clarify situations of less favourable attitudes for Halal cosmetics compared to Halal food products. The study analyses a total of 359 valid questionnaires using partial least squares structural equation modelling. The analyses reveal that attitude and subjective norms have positive relationships with purchase intention for cosmetic products. This study confirms a significant relationship for baseline variables of Theory of Reason Action with consumer purchase intention. Product positioning is significantly prominent as a moderator in assessing the influence of attitude on consumer purchase intention. Halal cosmetic products have been well positioned in the market. In general, the findings provide a consumer perspective for Halal cosmetic product positioning that influences the purchase intention and moderates its relationship with attitude. Research limitations/implications – The study only focus on the consumers of Halal cosmetics by empirically validating the role of attitude and positioning on the prediction of purchase intention. Additionally, it proves the moderating role of positioning in the relationship between attitude and purchase intention. Thus, the perspective of consumers from other industries might provide different results. Practical implications – The study proves the importance of Halal positioning in influencing consumers attitudes towards Halal cosmetic products. Thus, marketing practitioners should leverage on a Halal positioning strategy to achieve competitive advantage.


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