The role of attitude functions in Muslim women’s halal cosmetics consumption

Abstract

The purpose of this paper is to theorize halal cosmetics consumption from an attitude functions perspective to argue that consumers’ attitudes toward halal cosmetic products serve important socio-psychological motivations. Grounded in the attitude functions theory, this study explores how different motivational functions shape the purchase intentions of Muslim women toward halal cosmetics. A self-administered online questionnaire was used to collect data from 485 female Muslim consumers, thereby enabling an efficient and wide-reaching distribution among the target population. Muslim women consumers represent the primary consumer segment for halal cosmetics. The attitude functions of knowledge, utilitarian, self-expressive and social-adjustive are operationalized to their corresponding halal cosmetics-related motivations of level of knowledge, promotions, religiosity and social influence. The results revealed that the level of knowledge, promotional influence, religiosity and social influence positively influence halal cosmetics purchase intention, and attitude toward halal cosmetics mediates all these effects. This research suggests that, rather than attributing a single motivational route to halal consumption attitudes, the salience of halal cosmetics attitudes can be activated through multiple functional routes to persuasion. This research suggests that halal cosmetics marketers must use advertising appeals to enhance consumers’ halal-oriented knowledge about cosmetics and drive consumption through sales promotion-oriented benefits. Managers must also project halal cosmetic products as a mechanism to express consumers’ central religious beliefs and to fit into important social situations. This study makes a novel contribution to the functional theories of attitude by extending key attitude functions to the domain of halal cosmetics consumption. It demonstrates that attitudes toward halal cosmetics and their subsequent influence on behavior are largely driven by their motivational underpinnings rooted in attitude functions, rather than simply their strength and valence.