The Direct and Indirect Effects of Halal-Labeled Cosmetics Actual Purchase among Indonesian Muslim Consumers Based on Theory of Planned Behavior, 6th Global Islamic Marketing Conference (GIMAC 6), Istanbul, May 6-8, 2015

‫المؤتمر العالمي السادس للتسويق ااسامي‬
6th Global Islamic Marketing Conference

5102 ‫ ايار‬8- 6 ‫اسطنبول‬
Istanbul, May 6 – 8, 2015

Qatar University

Erciyes University

Istanbul University

www.iimassociation.com | www.gimac.org
Deposit Number at the National Library – Jordan : 2015/4/1725
1

2

Thank you note

The International Islamic Marketing Association and the Global Islamic Marketing Conference

extend its most sincere appreciation to three great individuals who have made a great
contribution to the staging of yet another successful Islamic Marketing conference. Conference
Associate Chair Professor Ekrem Erdem from Erciyes University, co-Chair Professor Khaled
Alshare, Qatar University; and Dr. Ali Hilal, the regional manager of the International Islamic
University, Jordan. They gave most generously of their time and expertise. Their exceptional
efforts were essential in ensuring that this conference was a rewarding and uplifting experience
for all those who attended. We speak for all attendees and participant when we thank you most
sincerely.
We also cannot thank enough Dr Daphne Halkias, the chair of the scientific Committee who
made sure that this conference is number 1 in the number of journal publication in the world.
Special thanks are extended to the conference organizers Elite MAF Events & Exhibitions who
made sure that GIMAC6 becomes an a world class conference.
Finally it is with great pride that we express our sincere appreciateion to the two Turkish
distinguished universities that made this conference a great success. Namely Erciyes University's
Faculty of Economics and Administrative sciences' African Economic and Social Research
Center (AFESAM) and Istanbul University's Faculty of Economics.

3

GIMAC6 Team

Conference Associate Chair: Professor Ekrem Erdem. Ekrem Erdem is a Professor in the
Department of Economics at Erciyes University, Kayseri, Turkey. He completed his Ph.D. at
Rensselaer Polytechnic Institute, NY, USA. Prof. Erdem has been in charge as the dean of
Erciyes University, Faculty of Economics and Administrative Sciences since 2008, and the
Director for African Economic and Social Research Center. Professor Erdem has more than 120
scientific Works as books, papers published and presented in scientific journals and meetings.
His major fields of interest are monetary isues, innovation and labor economics, economic
growth, and Islamic economics. He has been scientific referee for many journals, and involved in
almost a houndred scientific events as organizator, scientific board member and president. He is
the board member of International Trade and Finance Association (IT&FA) since 2010. He
teaches monetary and banking economics, macroeconomics, and managerial economics courses
at undergraduate, master and doctorate levels, and he has managed 25 master and doctorate
thesis as advisor.
Chair of the Scientific Committee: Daphne Halkias, PhD.
Fellow, Institute of Coaching at McLean Hospital, Harvard Medical School, USA
Research Affiliate, Institute for the Social Sciences, Cornell University, New York, USA
Senior Research Fellow, Center for Young and Family Enterprise, University of Bergamo, Italy
Editor, International Journal of Teaching and Case Study; International Journal of Social
Entrepreneurship and Innovation. She is also: CEO, Consulting Psychologist, Executive

Coaching Consultants, www.executivecoachingconsultants.com
Conference Co-Chair: Professor Khaled Alshare. Professor Khaled Alshare joined Qatar
University in fall 2010 and prior to that, taught at different universities in the USA for 15 years.
His research interests include technology acceptance models, systems development, end-user
computing, cross-cultural studies in information systems, distance education, and data
envelopment analysis (DEA). Professor Alshare’s work appeared in numerous academic
journals. He has also served in numerous professional organizations such as the Decision
Sciences Institute (DSI), Americas Conference on Information Systems (AMCIS), South-West
DSI, and the Consortium for Computing Sciences in Colleges CCSC-CP at different capacities
such as a treasurer, organizer, papers chair, a board member, and track and a mini-track chair
Conference Founding Chair: Dr. Baker Ahmad Abdulah Alserhan. Dr. Baker Alserhan is
the founder of the discipline of Islamic Marketing and the author of the first book in the
discipline: The Principles of Islamic Marketing. He is also the president of the International
Islamic Marketing association (IIMA) and the Chair of the annual Global Islamic Marketing
Conference (GIMAC). He founded three academic journals (emerald & inderscience) and he is
an active researcher and consultant. His research interests include Islamic Marketing and
Branding, Islamic Hospitality, Islamic Lifestyles, and Islamic business studies. Dr Alserhan is an
associate professor in marketing, Qatar University.

4

Notes about the proceedings

This is the book of conference abstracts. Most full papers that have been accepted at GIMAC6 will be
scheduled for publication at the following participating journals.

English Language Journals
International journal of Islamic marketing and branding (NEW: Inderscience)
Journal of Developmental Entrepreneurship
International Journal of Social Entrepreneurship and Innovation
International Journal of Teaching and Case Studies
African Journal of Business and Economic Research
International Journal of Arab Culture, Management and Sustainable Development
Journal for Global Business Advancement
French Language Journals
A special issue of the Arabic journal of Islamic Marketing
Arabic Language Journals

‫سيت نشر أفضل اابحاث العربية في امج ال التالية ا‬
‫امجلة العامية للتسويق ااسامي | مجلة ريادة ااعمال ااسامية | مجلة اادارة والقيادة ااسامية‬

Contact Details
Dr. Baker Alserhan, Associate Professor, Qatar University
President, International Islamic Marketing Association | Mobile: 00974 74023018 | Office:
00974 44036477 | Welcome@iimassociation.com | alserhan@yahoo.com | alserhan@qu.edu.qa
Ronald Doherty, Director, Public Relations, International Islamic Marketing Association,
Ireland|Mobile:+353862444952| ronald.doherty@iimassociation.com | Ronaldo60@gmail.com
Dr. Ali Hilal Albagom, International Islamic Science University, Jordan
Mobile: 00962-772222087 | alihilal15@yahoo.com

5

Contents
Peace Marketing: The Role of Islamic Marketing ...................................................................................... 12
Islamic Ethics and Feminism in the Context of Islamic Business .............................................................. 13
Toward Advancing Islamic Marketing Debates: Insights from Japanese ‘Omotenashi’ Concept and
Practices ...................................................................................................................................................... 14
The Fashion Attitudes of Emirati Women: From Traditional and Conservative to Western and Revealing
.................................................................................................................................................................... 15
Islamic Management Ethics Success and Sustainability: Arab Contractors Osman Ahmed Osman & Co™
.................................................................................................................................................................... 16

The role of religiosity in influencing halal food consumption among generation y Muslim consumers in
Malaysia ...................................................................................................................................................... 17
A Multi-Item Scale for Measuring Muslim's Conception of Allah: Justification, Development, and
Validation of an Islamic Measure in the Marketplace ................................................................................ 18
Muslim Consumers’ Perception on Halal Branding: An Exploratory Qualitative Study ........................... 19
Consumer philanthropic behaviour: the moderating effect of religious values .......................................... 20
Conceptualizing Customer Experience toward Relationship Equity and Service Loyalty from Perspective
of Private Hospitals in Developing Countries............................................................................................. 21
Extract from Quran and Sunnah: Reviving and sustaining the TRUST of a GREEN ENVIRONMENT
with Muslims) ............................................................................................................................................. 22
Muslim Women and Entrepreneurship in Nigeria: Meaning and Challenges ............................................ 23
Social Entrepreneurship and Resilience among Muslim Students in Malaysia .......................................... 24
Saudi Nationals Wasting Time at Work in Private Organizations and the Perspective of Islam ................ 25
A Comparative Performance Analysis of Islamic and Conventional Market Indexes ............................... 26
Assessing the Readiness Level of Basel III Implementation in the Islamic Financial Institutions in Qatar
.................................................................................................................................................................... 27
A Study of Algerians’ Attitudes towards Islamic Insurance ....................................................................... 28
Implementation of sharia marketing strategy in a complementary and alternative medicine company:
Study Case in Bekam Ruqyah Center, Indonesia........................................................................................ 29
Socio-Cultural Relational Antecedent of Trust in the United Arab Emirates ............................................. 30

Commitment of Islamic Banks to long-Term Economic Development and Society Welfare: The Sudan
Experience................................................................................................................................................... 32
Corporate governance compliance of financial companies according to Qatari and AAOIFI codes ......... 33
The role of service quality in brand loyalty, is religiosity missing here? The case of Egyptian banking
sector ........................................................................................................................................................... 34
Understanding Riba and Gharar in Islamic Finance ................................................................................... 35

6

Exploring the Factors Affecting Purchase Intention of Halal Certified Foods in Turkey: A PLS-Path
Modelling Research .................................................................................................................................... 36
Effect of Brand’s CSR activities and its empathy towards Sharia Values (in all aspects of brand identity,
behavior and communications) on Muslim Consumer’s Loyalty towards the brand ................................. 37
The synergic relationships between marketing and quality in creating customer value ............................. 38
Muslim Households Interpretation on Tayyib Food Consumption in Malaysia ......................................... 39
Islamic perspective of customer relationship marketing factors: honesty, trust and equality ..................... 40
Assessing of Jordanian Tourism through Antecedents of Tourist's Satisfaction: A Structural Equation
Modeling (SEM) Approach ........................................................................................................................ 41
The corporate social responsibility and its instrument of Islamic bank in Islamic economy ..................... 42
Islamic Business Management Principles and Employee’s Welfare .......................................................... 43

Influence of Islamic leadership perception on lecturers’ motivation and performance at Islamic higher
education (pti) in Yogyakarta special region .............................................................................................. 44
Analysis of consumers’ attitude toward sharia hospitality marketing mix ................................................. 45
Influence of Islamic work ethic, leadership justice and subordinate trust on the attitudes of organizational
change: ........................................................................................................................................................ 46
Rahn development model at sharia pawnshop in indonesia........................................................................ 47
Religiousity on Shopping Orientation and Behavioral Intention for Moslem and Non-Moslem Customers
.................................................................................................................................................................... 48
The narratives of Islamic Entrepreneurship: Evidence from Muslim women entrepreneurs in Malaysia .. 49
Establishment of Traceability through Halal Assurance System Implementation ...................................... 50
Application of supply chain management for certified halal food products in Surabaya Indonesia........... 51
The direct and indirect effects of halal-labeled cosmetics actual purchase among Indonesian Muslim
consumers ................................................................................................................................................... 52
The Impact of Strong Religious Beliefs on Halal Products toward Brand Love ........................................ 53
Females Muslims and Social Media advertising: Evidence from Saudi Arabia ......................................... 54
What is happening: The Dynamics of the Saudi Twitterverse .................................................................... 55
The Egyptian revolution continues: a showcase of social media & behavioral change in the Muslim world
.................................................................................................................................................................... 56
Determining the Optimal Endorsement Strategy on Non-Muslim Attitude Development ......................... 57
Internal Marketing Redux: The Relationship of Wartime Conditions and Perceptions of Job Insecurity in

Syria ............................................................................................................................................................ 58
Relationship between Islamic work ethic and love of money..................................................................... 59
Investigating Muslim Consumers’ Behavior toward Halal Products Using fMRI technology: Theoretical
Framework .................................................................................................................................................. 60
Investigating the Purchase Behavior of Halal Endorsed Products: Case of a Muslim Emerging Market .. 61

7

Preference for Culturally Incongruent Offerings in Qatar Author .............................................................. 62
Individual and Entrepreneurship Skills for the performance of businesses led by women in Palestine ..... 63
Consumers’ Religious Beliefs and Their Attitudes toward Cause-Related Marketing ............................... 64
The implications of Islamic principles on the hierarchy of effects model in advertising: a framework of
Islamic advertising ...................................................................................................................................... 65
Issue of Halal in Consumer Good: The Case of Indonesia in Promoting Supporting Policy ..................... 66
Consuming Burger Joint Fast Food: Using the Theory of Planned Behavior in Predicting the Intention of
Generation Y Muslim Consumers............................................................................................................... 67
Halal tourism activities in turkey and a case of hospitality companies in Antalya ..................................... 68
Performance Evaluation under Islamic Economics: Monetary Gains versus Social Gains ........................ 69
Risk Taking vis-a-vis Risk Management in Islamic Finance: Analysis from the Shari’ah Perspective ..... 70
Development and Validation of Instrument to Measure Islamic Materialistic Attitudes............................ 71

Social Customer Relationship Management (s-CRM) Among Muslim Owned SMEs in Malaysia .......... 72
Tracing the halal status: consumer perception on the halal tagging technology. ........................................ 73
Women entrepreneurs in Muslim world: a multi-country analysis ............................................................. 74
Determinants of American Muslims’ Intentions to Use Retail Islamic Banking and Financial Services: An
Application of the Theory of Planned Behavior ......................................................................................... 75
Comparing Leadership & Management concepts; Its Islamic Perspective ................................................. 76
Influence Of Islamic Leadership and Organizational Culture and Worship Behavior on Performance of M
A N Teachers in Sleman Regency, Yogyakarta Special Region................................................................. 77
The International Islamic Leadership Program and Network (ILPN)......................................................... 78
Islamic Leadership ...................................................................................................................................... 79
The role of the auditors of the Audit Bureau in dealing with e-government and Audit Bureau Law in the
maintenance of public money in Jordan ..................................................................................................... 80

French Abstracts .................................................................................................................... 81
Ethique, finance islamique et responsabilité sociale de l’entreprise ........................................................... 82
Les Determinants Du Choix Des Banques Islamiques Dans Le Contexte Tunisien ................................... 83
Le marketing ethnique et l’émergence de la consommation halal : état de lieux et opportunités à saisir . 84
La Finance islamique en Tunisie : Réalités et Perspectives ........................................................................ 85
L’émergence des produits Halal dans les économies non musulmanes ...................................................... 86
Le marketing dans un environnement islamique ........................................................................................ 87

88 .............................................................................................................................

‫الملخصات العربية‬

88 ............................................................................................................................. ‫رع ي البيئ في اإسا‬

8

‫حم ي‬

‫مك فح ال ر‪ :‬ر ي مخت ‪89 .......................................................................................................‬‬

‫المص رف ااسامي‬

‫اقع همي الزك ة اأ ق ف في التنمي ااقتص دي الجزائري ‪89 ........................................................................................‬‬
‫رض الس ئحين ل م اقع السي حيه ‪:‬دراسه ميدانيه ع‬

‫ثر سي س التسعير ع‬

‫م قف الم اطنين من صند‬
‫المصرفي‬

‫ج دة الخدم‬
‫همي تطبي م‬
‫ااتص ا‬

‫الزك ة‪ :‬م رب تس ي ي لتحسين داء جب ي الزك ة في اأطر الم سس تي ‪89 ........................................‬‬
‫رض ء العميل‬

‫ثره ع‬

‫ج دة المع م‬

‫ك ءة إدارة الج دة الش م‬

‫الم اقع الدينيه في ااردن ‪89 .....................................‬‬

‫ائه ‪ :‬دراس تطبي ي ع‬

‫في اتخ ذ ال رارا ب لبن‬

‫المص رف التج ري الع م‬

‫الخ ص ال يبي ‪89 ..........‬‬

‫اإسامي ‪ :‬دراس ميداني في بن البرك ااسامي ‪ -‬الجزائر ‪89 ........‬‬

‫د ره في نج ح‪ :‬المص رف اإسامي في ظل المن فس ‪89 .............................................................‬‬

‫التس ي ي المتك م‬

‫د ره في زي دة الم ارد الم لي‬

‫البشري ل جمعي‬

‫الخيري السع دي ‪89 .......................................‬‬

‫التس ي بعم ل هرمي من ج‬

‫نظر اسامي ‪88 ...........................................................................................................‬‬

‫الري دة ااجتم عي في المجتمع‬

‫اإسامي ‪88 ...............................................................................................................‬‬

‫مس هم الزك ة في التخ يف من حدة ال ر‪ :‬دراس ح ل صند‬

‫الزك ة الجزائر ‪999 ...............................................................‬‬

‫الزك ة د ره في مح رب ال ر لتح ي التنمي المستدام ‪999 ............................................................................................‬‬
‫ت يي مس هم م سس‬

‫الزك ة المع صرة في تح ي حد الك ي ل ع ئا ال يرة ‪999 ..................................................................‬‬

‫إدارة الزك ة في م ليزي ‪ :‬م‬

‫ا لصن ف الثم ني في م سس الزك ة بسانغ ر ‪999 ...................................................................‬‬

‫الض ابط ال اعد الشرعي ل مزيج التس ي ي المصرفي اإسامي‪999 ..................................................................................‬‬
‫المدمن‬

‫است رار ااسرة ‪999 ...................................................................................................................................‬‬

‫ال ي دة اإدارة في ااقتص د اإسامي ‪999 ..................................................................................................................‬‬
‫الض ابط الشرعي لاتص ل التس ي ي ب لبن‬

‫اإسامي ‪999 ..............................................................................................‬‬

‫اإسامي‬

‫اأداء ل ترة (‪998 .......................................................... )9999-9889‬‬

‫مشك ف ئض السي ل في البن‬

‫ثره ع‬

‫أثر امسؤولية ااخاقية ا سامية م ظمات ا عمال على ا نشطة التسويقية‬
‫مع ق‬

‫تك ين المح فظ ااستثم ري في البن‬

‫قطاع التعليم العا ا اص ا رد من وجهة نظر امديرين ‪998 ..........................‬‬

‫اإسامي ‪999 ............................................................................................‬‬

‫المنظ ر اإسامي ل سي ح ‪999 .................................................................................................................................‬‬
‫م قع الد ل العربي من المعرف ‪999 ...........................................................................................................................‬‬
‫اأحك ال ي المتع‬

‫بم اقع الت اصل ااجتم عي ‪999 ...................................................................................................‬‬

‫خاقي‬

‫التس ي من منظ ر ال كر ااقتص د اإسامي في ظل المتغيرا المع صرة ‪999 .......................................................‬‬

‫خاقي‬

‫اأعم ل في العمل المصرفي اإسامي ‪999 ......................................................................................................‬‬

‫ثر الدافع الديني الك م المنط ق اايج بي ع‬

‫قرار العميل في التع مل مع البن‬

‫ااسامي من ج‬

‫نظر عماءه ‪999 ................‬‬

‫ثر تطبي المرابح اإسامي في المص رف التج ري ال يبي ع ي تحسين معدا الربحي ‪999 ...................................................‬‬
‫ثر ج دة الخدم‬
‫تطبي‬

‫المصرفي في الن افذ المصرفي ع‬

‫التس ي العصبي لت جيه الس‬

‫ثر العام التج ري اإسامي ع‬

‫س‬

‫جذ العماء دراس تطبي ي ع‬

‫الشرائي نح المنتج‬
‫المست‬

‫الن افذ المصرفي اإسامي في ليبي ‪998 .....‬‬

‫الحال‪ :‬نم ذج العام التج ري إيسا دي يس في فرنس ‪998 .............‬‬

‫‪999 ..................................................................................................‬‬

‫‪9‬‬

‫الط ال ق ئي النب‬

‫في الصحيحين‪ :‬دراس تح ي ي ‪999 ..................................................................................................‬‬

‫المست ــــــــــــــــ‬

‫المس ـــــــــــــــــــــــ ‪999 ..............................................................................................................‬‬

‫المش رك المتن قص ‪999 ..........................................................................................................................................‬‬
‫اإقاع ااقتص د في الع ل اإسامي إمك ني ااست دة من التجرب الصيني ‪999 ..................................................................‬‬
‫إدارة اأعم ل في السن النب ي دراس م رن مع إدارة اأعم ل الحديث ‪999 ...........................................................................‬‬
‫الس ط‬

‫مم رس ااستبع د داخل المنظم‬

‫ت عيل د ر الزك ة في حل زم‬

‫العمل من منظ ر إسامي ‪999 .....................................................‬‬

‫كمظ ر أخاقي‬

‫الد ل ااسامي من خال إنش ء م سس ع لمي ل زك ة ‪999 ......................................................‬‬

‫استثم ر ام ال ال قف في الجزائر ‪998 .........................................................................................................................‬‬
‫تج رة التجزئ اإسامي ‪998 ....................................................................................................................................‬‬
‫الجمعي ااردني ل م لي اإسامي ‪999 .........................................................................................................................‬‬
‫جمعي ن ض الع م ء استراتيجيت الجديدة لتس ي فكرة ال سطي في اإسا ب ند نيسي ‪999 .............................. 9999 – 9999‬‬
‫حدة م اإسا فريض إيم ني‬
‫دراس في مع ما‬

‫ضر رة اجتم عي ‪999 .................................................................................................‬‬

‫قف الن د في ال دس في ال ترة العثم ني خال سن ‪9999‬هـ‪999 ..................................................... 9989‬‬

‫عم رة ال قف ف العصر الس ج ق ف باد اأن ض ل ‪999 ...............................................................................................‬‬
‫تح ي ال قف ااسامي ل تك فل ااجتم عي ( قف البرك ب لمدين المن رة نم ذج ) ‪999 ...........................................................‬‬
‫خاقي‬

‫إت ن اأعم ل ف التع ي الع ل ‪ :‬دراس ح ل م سس‬

‫التع ي الع ل الس داني ‪999 ......................................................‬‬

‫قرار نش ء الم ل لدى الشب‬

‫الجزائيين ‪999 ........................................................................‬‬

‫اثر الخطر الديني المدر ع‬
‫د ر الم سّس‬

‫المت عدين في الرقي ب ل ضع ااجتم عي الت نسي عبر استغال م ال الزك ة اأ ق ف ‪998 ............‬‬

‫الم ل ّي اإسام ّي‬

‫فضل الم ن في ض ء السن النب ي‬
‫حم ي المست‬

‫هميت في بن ء الثر ة البشري ‪998 ..............................................................................‬‬

‫من الت جر ك لي ل حم ي المستدام ل مست‬

‫في ااقتص د اإسامي ‪999 ............................................................‬‬

‫اقع الصيرف اإسامي في الشر اأ سط ‪999 .............................................................................................................‬‬
‫ع د الس‬

‫ب زل ‪999 ........................................................................................................................................... 9‬‬

‫ع د الت مين ااسامي تحدي‬
‫د ر الصك‬

‫ال ق ي‬

‫ثره ع‬

‫البيئ التشريعي ‪999 ......................................................................................................‬‬
‫الج ن ااجتم عي ااقتص د في المجتمع ‪999 ..................................................................‬‬

‫ثر السن النب ي في مك فح فس د الم ل ‪999 ..................................................................................................................‬‬
‫اقع تطبي الرق ب الشرعي في المص رف ال يبي ‪ :‬دراس ميداني ع‬
‫ثر الح كمي الم سسي في المص رف اإسامي ع‬
‫د ر الصك‬
‫المم رس‬

‫اإسامي في تم يل مشر ع‬

‫مصرف الجم ري ب لج رة ‪999 ........................................‬‬

‫داء اأس ‪ :‬دليل من البحرين ‪999 ...........................................................‬‬

‫التنمي ‪ :‬ح ل صك‬

‫اإج رة ‪998 ....................................................................‬‬

‫غير المشر ع في إط ر المزيج التس ي ي ‪998 ................................................................................................‬‬

‫ت يي ف ع ي المزيج التس ي ي ل مص رف اإسامي اأردني‬

‫ت ثيره ع‬

‫الحص الس قي‬

‫الربحي ‪ :‬دراس تطبي ي خال ال ترة ‪999 .......‬‬

‫د ر ااقتص د اإسامي في عاج المشكا المع صرة في الع ل العربي ‪999 .........................................................................‬‬

‫‪10‬‬

The direct and indirect effects of halal-labeled cosmetics actual purchase
among Indonesian Muslim consumers
Muniaty Aisyah
State Islamic University, Syarif Hidayatullah Jakarta, Indonesia
ABSTRACT
The purposes of this study is to analyze the direct and indirect effects of halal-labeled cosmetics
actual purchase among Muslim consumers in Indonesia. Using primary data collection method,
100 questionnaires were distributed to target respondents comprising of female students studying
at State Islamic University in Jakarta, representing the Muslim consumers in Indonesia. The data
are analyzed using Structural Equation Model. This study proposes seven direct causal effects
(attitude, subjective norm, and perceived behavioral control toward purchase intention; and
attitude, subjective norm, perceived behavioral control, and purchase intention toward actual
purchase), based on Theory of Planned Behavior (TPB) in the structural model. The findings
indicate five direct effects and three indirect effects that are: 1) only perceived behavioral control
is positively related to the halal-labeled purchase intention; 2) attitude, subjective norm,
perceived behavioral control and purchase intention, each one has positive related to the actual
purchase of halal-labeled cosmetics; 3) consumers’ intention has iindirect effect on mediating
attitude, subjective norm, and perceived behavioral control toward halal cosmetics actual
purchase. Thus, consumers’ intention over purchasing halal-labeled cosmetics could predicts the
necessities of halal cosmetics among Muslims. This study also finds that there are relations
between: 1) the amount of allowance with attitude; 2) the purchase frequency with attitude,
subjective norms, perceived behavioral control, intention and actual purchase; 3) the religion
orientation with subjective norm; 4) the halal cosmetics knowledge with perceived behavior
control, and 5) the frequency to checked out the halal label with perceived behavioral control,
intention and actual purchase. By addressing the consumers’ behaviors and profile
characteristics that could predict the necessities of halal-labeled cosmetics, marketers can
stimulate the consumers to seek out new halal cosmetics and sequentially stimulates halal
cosmetics innovation and distribution in Indonesia.

52

THE DIRECT AND INDIRECT EFFECTS OF HALAL-LABELED COSMETICS
PURCHASE BY INDONESIAN MUSLIM CONSUMERS
Muniaty Aisyah
State Islamic University (UIN) Syarif Hidayatullah Jakarta, Indonesia
muniaty.aisyah@uinjkt.ac.id
ABSTRACT
The purpose of this study is to analyze the direct and indirect effects of halal-labeled
cosmetics purchased by Muslim consumers in Indonesia. Using primary data collection
method, 100 questionnaires were distributed to target respondents comprising of female
students at State Islamic University (UIN) Syarif Hidayatullah Jakarta, who represented the
Muslim consumers in Indonesia. The data was analyzed using the Structural Equation Model.
This study proposes seven direct causal effects (attitude, subjective norm, and perceived
behavioral control towards purchase intention; and attitude, subjective norm, perceived
behavioral control, and purchase intention towards actual purchase), based on Theory of
Planned Behavior (TPB) in the structural model. The findings indicate five direct effects and
three indirect effects that are: 1) only perceived behavioral control is positively related to the
halal-labeled purchase intention; 2) attitude, subjective norm, perceived behavioral control
and purchase intention, each is positively related to the actual purchase of halal-labeled
cosmetics; 3) consumers’ intention has an indirect effect on mediating attitude, subjective norm,
and perceived behavioral control toward the actual purchase of halal-labeled cosmetics. Thus,
consumers’ intention over purchasing halal-labeled cosmetics could predict the necessities of
halal cosmetics among Muslims. This study also finds that there are relations between: 1) the
amount of allowance with attitude; 2) the purchase frequency with attitude, subjective norms,
perceived behavioral control, intention and actual purchase; 3) the religion orientation with
subjective norm; 4) the halal cosmetics knowledge with perceived behavior control, and 5) the
frequency to examine the halal label with perceived behavioral control, intention and actual
purchase. By addressing the consumers’ behavior and profile characteristics that predict the
necessities of halal-labeled cosmetics, marketers can stimulate the consumers to seek out new
halal cosmetics and sequentially stimulate halal cosmetics innovation and greater distribution
in Indonesia.

Keywords: halal, cosmetics, purchase behavior
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INTRODUCTION

Muslims have strict religious guidelines with regard to consumption and use. Allah
Subhanahu Wa Ta’ala commands Muslims to consume only things that are Halal (i.e.
religiously permissible) and good (Al Qur’an, 23:51). In the Arabic language, Halal refers to
anything that is permissible under Islamic law. It is usually used to describe activities that a
Muslim is permitted to engage in, e.g. eat, drink or use. The antithesis of halal is ’haram’, which
in the Arabic language refers to anything prohibited under Islamic law. Accordingly, Halal
products are those that are Shariah compliant, i.e. do not involve the use of haram (prohibited)
ingredients, exploitation of labor or environment, and are not harmful or intended to harm. The
realm of halal may extend to all consumables such as pharmaceuticals, cosmetics, toiletries,
etc. The halal label, logo or certificate not only guarantees Muslims what they consume or use
is in accordance to Islamic law (Aisyah, 2014), but also encourages manufacturers to meet the
halal standard. Thus, halal certification can play an important role to assure Muslim consumers
that the products they buy meet the necessary religious requirements and conditions. (Omar
et.al, 2012).
Since the dawn of civilization food and pharmaceutical products (drugs and cosmetics)
have been some of the earliest human needs. It is an obligation for Muslim to consume and
use only halal products. Currently, there are numerous food and pharmaceutical products
available with nonspecific labeling; the halal verification and authentication of these products
is urgently required. Non-halal items commonly found include pig derivatives such as pork,
lard, and gelatin as well as alcohol (khamr), blood, or meat derived from animals not
slaughtered according to Shariah law (Mursyidi, 2013).
According to Mursyidi (2013), most non-halal items found in the market are pork and
its derivatives such as pork, lard, gelatin, and porcine-based products. In addition it is also
possible to find, blood (especially in local markets) and meat derived from animals not
slaughtered according to Shariah law. Other than food, some non-halal items are also found in
medical preparations, cosmetics and other personal care products. Non-halal items employed
in cosmetics preparation can be classified based on their origin, namely human and animal. In
the case of cosmetics preparation, the problem commonly relates to the “najs” (impure) status
of the ingredients. Some are listed as follows:
1. Insulin, it is a matter of fact that pig insulin is similar to human insulin. Therefore such pig
insulin was commonly utilized in the past. Presently it is approximately used for 17 % of
the time, and human insulin and cow insulin is used for about 70% and 8 %, respectively.
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2. Heparin, this compound works as an anti-coagulating agent to prevent blood blocking
vessel. Heparin was commonly obtained from pigs (sodium heparin known as Lovenox
from Aventis Pharma pecialitis, in French).
3. Gelatin, a protein derived from animal collagen (pig, lamb, cow). Gelatin derived from pig
is more abundant compared to gelatin derived from halal animals; consequently, Muslims
must be made aware to this reality.
4. Alcohol. Ethyl alcohol is also used in many cosmetic agents both for men (aftershave lotion)
and for women in perfumes. Ethyl alcohol is absorbed through the skin. It then passes
through the flesh into the blood vessels and finally mixes with the blood and circulates
throughout the body. Once in the blood it is as if ingested orally. As a small quantity of any
intoxicant is ‘haram’ therefore, as mentioned earlier, all liquid cosmetic products containing
Ethyl alcohol are prohibited. Other names given to synthetic ethyl alcohol are, ethanol,
methylated spirits (contains 5 % methyl alcohol and 95% ethyl alcohol). Products
containing these ingredients therefore will also be prohibited (Mughal, 2003).
5. Keratin, a chemical obtained from human hair and employed as a coloring agent of hair.
6. Albumin, derived from human serum and used as a solvent to dissolve active ingredients in
the formulation of cosmetics.
7. Placenta extract, prepared by extraction of human placenta. The extract is believed to be the
cosmetic preparation of choice for anti-aging products and skin care. It is reported that 320
tons of placenta are used per year.
8. Hyaluronic acid, a chemical obtained from the womb and commonly used for skin
whitening and skin care products.
Keratin, albumin, placenta and hyaluronic acid in cosmetics preparations employ human
tissue and organs, therefore it is recommended not to use these substances. From a Muslims
perspective, knowing the origin of raw materials and production process of consumer items is
essential due to the Shariah obligation stating that any Muslim must consume only halal and
wholesome products. This situation is increasingly important since the verification and
authentication of halal products is paramount in order to maintain the sanctity of the Islamic
religion (Mursyidi, 2013).
In order to protect the rights of Muslim consumers and their efforts to follow their
commandments in consuming only halal products, halal certification institutions have emerged
in several countries to provide certification for food, beverages, medicine and cosmetic
products that are halal and not containing ‘haram’ components. In Indonesia, halal certification
is provided by MUI (Indonesia Ulama’ Assembly). Halal certification from MUI is recognized
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internationally (Salehudin and Bagus, 2011). Based on Halal Product Protection Act, only
products that have halal certificates are allowed to put halal labeling on their packaging.
This study aims to examine the causal relationships of several antecedents of actual
purchases of halal-labeled cosmetics based on TPB model. In particular, this study has specific
objectives: 1) to identify the direct influence of

consumer attitude, subjective norm, and

perceived behavior control on purchase intention, 2) to identify the direct influence of consumer
attitude, subjective norm, perceived behavior control, and purchase intention on actual purchase
of halal-labeled cosmetics, 3) to identify the indirect influence or mediating effect of intention
on consumers’ actual purchase of halal-labeled cosmetics. This paper is structured as follows.
First, we review the marketing literature on the antecedents of actual purchase, purchase
intention, attitude, subjective norm, and perceived behavior control, based on the Theory of
Planned Behavior (TPB).

LITERATURE REVIEW

The Theory of Planned Behavior (TPB) by Ajzen (1985, 1991) is the model that is used
in this study to explain influential variables of Muslim consumers’ halal-labeled cosmetics
actual purchase. According to the TPB model there are three conceptually independent
determinants of behavioral intention: attitude, subjective norm, and perceived behavioral
control (Figure 1).
Attitude
Subjective norm

Intention

Behavior

Perceived
behavioral control

Figure 1. Theory of Planned Behavior (TPB) Model (Ajzen, 1985, 1991)

A person’s attitude towards a behavior represents evaluation of the behavior and its
outcomes. The subjective norm concerns the extent to which the importance of other people’s
opinion and perception will lead to performing the behavior. Perceived behavioral control
refers to the ease or difficulty of performing the behavior (Ajzen, 1985, 1991).Therefore, it is
assumed that halal-labeled cosmetics consumption within a Muslim population using the TPB
is applied in the framework. A positive personal attitude towards the consumption of halal
cosmetics, the influence of other important people, and the perceived control over consuming
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halal-labeled cosmetics predict the intention to purchase the product among Muslims, thus will
determine the actual purchase.

Purchase Intention and Actual Purchase
Armitage and Conner (2001) defined that intention as the motivation for individuals to
engage in a certain behavior. It assumes that the probability of performing an act is a function
of intention to perform act (Chang and Cheung, 2001). According to the TPB model, behavioral
intention is an immediate antecedent of behavior (Ajzen and Fishbein, 1975). Purchase
intention can affect the buying decision of customers in the future (Omar et.al, 2012). Therefore,
purchase intention is prediction about consumers’ future purchase decisions.

Attitude and Purchase Intention
According to Eagly and Chaiken (1995), an attitude is the psychological tendency that
is expressed by evaluating a particular entity with some degree of favor or disfavor. Attitude
towards the behavior refers to the degree to which a person has a favorable or unfavorable
evaluation or appraisal of the behavior in question (Ajzen, 1991, 2008; Aisyah, 2007). The TPB
model determined that the more favorable the attitude with respect to a behavior, the stronger
is the individual’s intention to perform the behavior under consideration. The stronger the
attitude to purchase the product, the stronger the intention will be, thus this will show in the
actual purchase behavior and vice versa. In many societies, religion plays an influential role
shaping product actual purchase behaviors.
Considerable evidence indicates that religion can influence consumer attitude and
behavior in general (Rahim and Sutina, 2012), and product purchasing decisions and consuming
habits in particular. This study investigates the factors determining the attitude behind the halallabeled cosmetics actual purchase among Muslim consumers. The stronger the attitude to
purchase the halal-labeled cosmetics, the stronger the Muslim consumer’s intention will be
which will show the actual purchase behavior .

Subjective Norm and Purchase Intention
Subjective norm refers to the perceived social pressure to perform or not to perform the
behavior (Ajzen, 1991; Aisyah, 2007). The TPB model holds subjective norm as a function of
belief. It is the function of how customer’s referent others (e.g. parents, family, and friends) and
view the regarding behavior and how motivated the consumer is to comply with those beliefs
(Miller, 2005). Beliefs play important roles in performing the intention of customers (Ajzen
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and Fishbein, 1985). In the context of Islam, a religious society adheres to the teachings of their
Prophet Muhammad who embraced and displayed exemplary behavior to his followers. As a
result, the influence of Prophet Muhammad will have a positive effect on subjective norm thus
affecting the intention to behave accordingly (Rahim and Sutina, 2012). Subjective norm deals
with consumers’ motivation and behavior, which is constructed to incorporate the expectations
of the approval or disapproval of others important to him or her (Chen, 2008). According to
Rahim and Sutina (2012), it is proposed that if consumers believe that those people important
to them think halal-labeled products are essential, they will have a higher intention of
purchasing such products. The influence of significant others will have a positive effect on
subjective norm thus affecting the intention to behave accordingly.

Perceived Behavior Control
Perceived behavior control refers to the degree of control that an individual perceives
over performing the behavior (Chen, 2007). According to Ajzen (1991), perceived behavior
control is the extent to which a person feels able to engage in the behavior. Based on the TPB
model, perceived behavioral control describes perceptions of the extent to which the behavior
is considered to be controlled. It has been assessed that the degree to which people perceive to
actually have control over enacting the interest. Moreover, according to Verbeke and Vackier
(2005), perceived behavior control is of greater interest than actual control since it refers to
people’s perception of the ease or difficulty of performing the behavior of interest. Control
factors such as perceived availability may facilitate or inhibit the performance of behavior
(Vermier and Verbeke, 2006).
According to Rahim and Sutina (2012), Muslim’s intention to consume or purchase
halal products is determined by the control they feel they have over such behavior. It can be
proposed that perceived behavioral control positively influence intentions towards consuming
or purchasing halal products by the Muslim society. Consumers who consider themselves to be
more or less Muslims are sometimes primarily guided by the important factors attached to halal
products such as whether it is easy or difficult to buy or get the product and the ease or difficulty
to consume the product. For example, high perceived availability of halal products in a country
may hinder consumers in the country from consuming other products (Rezai et.al, 2009).
Therefore, there is a link between perceived behavioral control and behavior which suggests
that consumers are more likely to engage in behavior they feel they have control over and
prevented from carrying out behavior over which they feel they have no control over. For the
religious Muslim society, consuming or purchasing halal products is something that should be
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within their control. They ca