Not As It May Seem: Quantitative Approach Explains Muslim Consumers Attitude Toward Personal Care Product

Abstract

This study aims to find determinant factors that influence Indonesian Muslim consumer switching intention to use halal personal care products (PCPs). This study employs a path model regression to confirm hypothetical relationships between consumers’ religiosity, attitude, and intent toward their intention to start using halal-labeled PCPs. Further, the first utilization of the theory of Consumer Style Inventory (CSI) by Sproles and Kendall (1986) in relation to Muslim consumers is introduced, and data is collected from 387 respondents, all Muslim consumers domiciled in Jabodetabek above 18 years of age at the time of the study. The theory of CSI helps show the diversity of Muslim consumers’ decisionmaking toward halal PCP, though these clusters make no difference in Muslim attitude toward halal PCP purchase. These findings can make a worthwhile contribution to the PCP industry regarding halal label affixation. Keywords—religiosity, attitude toward product, halal personal care product, decision-making style, switching intention