Investigating EWOM and halal product knowledge on gen Z’s halal cosmetics purchase intentions in Pakistan

IF 3.1 Q2 BUSINESS

Journal of Islamic Marketing Pub Date : 2024-05-21 DOI:10.1108/jima-09-2023-0292

Muhammad Yaseen Bhutto, Aušra Rūtelionė, Milita Vienažindienė

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引用次数: 0

Abstract

Purpose This study aims to improve the theory of planned behavior (TPB) model by incorporating electronic word of mouth (E-WOM) as a factor influencing attitude (ATT), subjective norms (SN) and perceived behavioral control (PBC). The main goal is to study Generation Z’s intention to purchase halal cosmetics. In addition, the research examines how halal product knowledge (HPK) influences the relationships between ATT, SN, PBC and the purchase intention of halal cosmetics. Design/methodology/approach Data were collected using self-administered questionnaires from two superstores in Karachi, Pakistan, with 265 valid responses. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling. Findings The results revealed that EWOM significantly influences ATT, SN and PBC. ATT and PBC both significantly affect purchase intention (PI), while SN has a nonsignificant influence on PI. In addition, the study found HPK only moderates the association between ATT and PI, while moderating influence HPK does not exist in the relationship between (SN and PI) and (PBC and PI). Research limitations/implications This study focuses on the Halal cosmetics industry in Pakistan and explicitly targets Generation Z individuals in a particular cultural environment. The aim is to examine how applying the same research design in different sectors and countries can lead to different results. In addition, the study primarily includes Gen Z consumers of halal cosmetics. Collecting data from other generational groups for future studies, such as generations X and Y, would be interesting. Originality/value This research contributes to the existing literature on halal consumption by introducing the concept of E-WOM as a factor within the TPB model. This study is particularly groundbreaking as it examines how Gen Z Pakistani Muslim consumers’ behavioral intentions toward halal cosmetic products are influenced by their HPK using the TPB model. Additionally, the paper presents an extended TPB modeling framework that could be valuable to researchers, marketers and halal experts.

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调查 EWOM 和清真产品知识对巴基斯坦 Z 世代清真化妆品购买意向的影响

目的本研究旨在将电子口碑（E-WOM）作为影响态度（ATT）、主观规范（SN）和感知行为控制（PBC）的一个因素，从而改进计划行为理论（TPB）模型。主要目标是研究 Z 世代购买清真化妆品的意向。此外，该研究还探讨了清真产品知识（HPK）如何影响清真化妆品的态度（ATT）、主观规范（SN）、感知行为控制（PBC）和购买意向之间的关系。为确保有效性和可靠性，对问卷进行了收敛性和判别性分析，并使用结构方程模型评估了变量之间的关系。ATT 和 PBC 对购买意向（PI）都有明显影响，而 SN 对购买意向的影响不明显。此外，研究发现 HPK 只调节 ATT 与 PI 之间的关联，而 HPK 在（SN 与 PI）和（PBC 与 PI）之间的关系中不存在调节影响。其目的是研究在不同行业和国家应用相同的研究设计如何会导致不同的结果。此外，研究主要包括清真化妆品的 Z 世代消费者。在未来的研究中，从其他代际群体（如 X 代和 Y 代）收集数据将是很有意义的。原创性/价值本研究通过引入 E-WOM 概念作为 TPB 模型中的一个因素，为现有的清真消费文献做出了贡献。这项研究尤其具有开创性，因为它使用 TPB 模型研究了 Z 世代巴基斯坦穆斯林消费者对清真化妆品的行为意向如何受到其 HPK 的影响。此外，本文还提出了一个扩展的 TPB 模型框架，对研究人员、营销人员和清真专家都很有价值。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Islamic Marketing BUSINESS-

CiteScore

8.40

自引率

28.10%

发文量

期刊介绍： Launched in 2010, Journal of Islamic Marketing (JIMA) was the first journal dedicated to investigating Marketing’s relationship with Islam, in theory and practice, across Muslim majority and minority geographies. JIMA tackles the nuances associated with Muslim consumption patterns, doing business in Muslim markets, and targeting Muslim consumers. When considering the acronyms for the emerging economies to watch: in 2001 it was BRIC (Brazil, Russia, India, and China); and more recently in 2013 MINT (Mexico, Indonesia, Nigeria, Turkey), and CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey and South Africa) – then it is apparent that economies with large Muslim populations are growing in importance. One quarter of the world''s population are Muslim, with well over half of Muslims today under the age of 25 - which prompted Miles Young, Global CEO of Ogilvy, to assert that Muslims are the "third one billion", following interest in Indian and Chinese billions, in terms of market opportunities.