FACTORS INFLUENCE CUSTOMER AWARENESS OF HALAL COSMETIC PRODUCTS

Abstract

The halal beauty industry is currently expanding. The levels of consumer awareness regarding the components used in skincare and cosmetics products have significantly increased. In Malaysia, halal cosmetic products are rapidly gaining popularity among consumers and business stakeholders despite the abundance of other commercial goods available today. The demand and supply in the local cosmetic sector are being significantly reshaped by the growing degree of education and knowledge regarding halal products. Unfortunately, there has not been much research done on halal cosmetics. Therefore, the purpose of this study was to find out the effect of advertising, knowledge, attitude, product characteristics and social influence that may assist in customer awareness of halal cosmetic products. The total of 384 customers in Perlis participated in this study voluntarily. The data collection based on self-administered questionnaire. The time horizon of the study conducted was one year. The data was analysed using descriptive and regression analysis. The findings obtained in this study indicated that advertising, knowledge, attitude, product characteristics and social influence had significant positive relationship with customer awareness. This results provide valuable insight for the body of knowledge in the field of halal research as well as the development of the halal products industry.