Factors affecting the purchase intention towards halal cosmetics

Abstract

This study aims to find the factors which are affecting the purchase intention towards halal cosmetics for halal and non-halal consumers in France. With the growing market of halal cosmetics at a worldwide level and especially in south-east Asia, it is time, now, to have a look at new potential markets as France.

A qualitative research method was deployed to find answers to the research questions and objectives through 12 semi-structured interviews, 6 interviews per consumers group (halal and non halal consumers).

Specific factors affecting halal consumers’ purchase intention towards halal cosmetics are religious belief and halal certification. There are several common factors for halal and non-halal consumers. The main factors influencing purchase intention towards halal cosmetics are price, presence of the product in physical stores to be able to test it, packaging, brand’s image and recommendation by relatives. Findings also have shown the importance of online behaviour on the purchase intention. Information available online are decisive when purchase decision is made.

There are number of limitations to this study that should be take into account. Due to time and resources limitations, the sample is small. These limitations and the non-random sampling can affect the generalizability of the study. Another limitation is the lack of awareness of the interviewees. It could lead to lack of precision during the interview due to an effort to imagine the product.

This study provides to cosmetic companies and their marketing teams data on what drives consumers’ purchase intention towards halal cosmetics. Findings can help to determine the consumer target and the marketing mix for the launch of halal cosmetics in France.