The Effect of Awareness of Halal Cosmetics’ Health on Consumers' Willingness for Purchase

Malihe  Siyavooshi; Tayebeh  Abbasnejad; Zahra  Mirsoleymani

doi:10.18502/jsbch.v7i2.14091

Malihe Siyavooshi Department of Business Management, Faculty of Management and Accounting, University of Hormozgan, Bandar Abbas, Iran
Tayebeh Abbasnejad Department of Industrial Management, Faculty of Management and Accounting, University of Hormozgan, Bandar Abbas, Iran
Zahra Mirsoleymani Department of Business Management, Faculty of Management and Accounting, University of Hormozgan, Bandar Abbas, Iran

DOI: https://doi.org/10.18502/jsbch.v7i2.14091

Keywords: Cosmetics, Social Marketing, Islam, Consumer Behavior, Consumer Product Safety

Abstract

Background: International statistics have shown Muslims’ increased awareness of halal cosmetics has increased the volume of halal cosmetics business. According to Iran's laws, imported or domestically manufactured cosmetics are evaluated in terms of being halal, but it seems that consumers are unaware of this issue. The purpose of this research is to measure consumers’ awareness of halal cosmetics and its effect on willingness to buy these cosmetics.

Methods: This study was conducted on 123 cosmetic consumers through pretest-posttest method. First, consumers' awareness and willingness to buy halal cosmetics and the criteria affecting cosmetics purchasing were measured. Then, a brochure containing information about halal cosmetics and the requirements of Iran's law regarding the import and production of cosmetics was provided to the participants. After a week, the same variables were measured again. The collected data were analyzed using IBM SPSS 26 software.

Results: On a 5-point Likert scale (1 = very little to 5 = very much), the average consumers' awareness of halal cosmetics and willingness to buy them were 3 and 3.04, respectively (P-value < 0.05). After the distribution of brochures, the average awareness of halal cosmetics and willingness to buy these products increased to 4.1 and 4.12. Moreover, among the criteria (price, brand, having a halal certificate, country of origin, customs clearance, and buying from reputable stores) for deciding to buy cosmetics in the pretest stage, customs clearance and having a halal certificate, respectively obtained importance level of 4 and 5, but in the posttest stage, they obtained the level of 1 and 2.

Conclusion: Informing consumers about the health of halal cosmetics and the country’s laws regarding the import and production of these products can increase the buyers' sensitivity towards the cosmetics’ halal nature and willingness to buy the halal ones. This can reduce the chance of buying smuggled products and those produced outside official controls.