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THE ACCEPTANCE LEVEL OF HALAL COSMETIC PRODUCTS
AMONG MALAYSIAN CONSUMERS
DARMA TA SIYAH GUMBRI
(DBA Student)
Faculty of Business Management
Universiti Teknologi Mara (UiTM) Perak Malaysia
E-mail: [email protected]
NORLIDA MOHD NOOR
Faculty of Business Management
Universiti Teknologi Mara (UiTM) Perak Malaysia
E-mail:[email protected]
ABSTRACT
Even though the concept of halal is not a major concern among both Muslim and non-
Muslim consumers living in an Islamic country such as Malaysia, they are concern about the
underlying advantages that come with halal products. Nowadays, Malaysian consumers are
faced with a broad selection of cosmetic products and services that offer multiple choices
with different brands either locally or internationally. Halal cosmetic products are not only
suitable for Muslim consumers, but also to non Muslims because of the nature of the products
in terms of its ingredients and the methods used to produce these products. Thus this
conceptual paper will explore the underlying determinants that are likely to influence non-
Muslim and Muslim consumers’ perceptions and attitudes towards halal cosmetic products in
Malaysia. Recommendations for future research are also discussed.
Keywords: Halal cosmetic, Halal products, Halal certification, Muslim and non-Muslim consumers.
INTRODUCTION
In this current millennium, where the desire to retain youthful looks is on the rise consumers
are continuously seeking ways to improve their appearance and image. This desire does not
confine to just the women but more and more men nowadays are also more concern on how
they look and feel. In Malaysia, the issue of halal is not something new. In fact, many foreign
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manufacturers especially from China are seeking opportunities to venture into manufacturing
halal cosmetic products in Malaysia and obtain the Malaysian halal certification here.
Therefore, Jakim developed collaboration with the Standards and Industrial Research
Institute of Malaysia (SIRIM) to further enhance their role in ensuring more products are
made halal to be used by Malaysian consumers. Both bodies established a legitimate advisory
panel comprising of representatives from various agencies like the Department of Chemistry,
Ministry of Domestic Trade and Consumer Affairs, Department of Veterinary Services and
faculty members of universities to act as advisors as well as to monitor the manufacturing
process and development of halal cosmetic products.
LITERATURE REVIEW
Halal
Halal can be describe as “permissible” or “allowed” in Arabic, is essentially a way of life and
is not solely confined to the types of food that a Muslim is allowed to consume ( Halal
Journal, 2008), it refers to anything that is permissible under Islam (Kamali, 2003).
Meanwhile, Haram is the antonym of halal. The term halal and haram will be used strictly to
describe food products, meat products, cosmetics, personal care products, food ingredients,
beverage and food contact materials. It is estimated that 70 percent of Muslims worldwide
follow halal standards (Minkus-McKenna, 2007) and the Global Halal Market fund was
US$12 billion in 1999 (Riaz, 1999), increased to US$150 billion in year 2001, and currently
is reported at US$580 billion (Al-Harran and Low, 2008).
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Although Islamic scholars have differing opinions on the rendering process, citing the
change-of-state, or istihala, as the central argument to the acceptable use of gelatines and
cosmetics, the verdict is however clear on the use of swine placenta in many types of
cosmetics including wrinkle creams and facemasks. Due to its biological similarities to
human placenta and its excellent skin healing properties, swine placenta is considered as the
darling of the cosmetics industry, not least because it is cheap and is easily available. The
Malaysian Government has introduced a number of actions to support, together with the role
of Malaysia as a Halal-Hub center, and as a leading Shariah-compliant. But, there are still a
few study of halal cosmetic product and only a few related literature review from the
previous researchers that can be used as a guideline for this study.
Jumaaton Azmi, the Managing Director of KasehDia Sdn Bhd, which cited in
IslamOnline.net (2005) said that Halal is no longer just purely religious issue. It is in the
realm of business and trade, and it is becoming a global symbol for quality assurance and
lifestyle (Lada, Tanakinjal & Amin, 2009). According to Al-Harran and Low, (2008), the
study of consumer behaviour in Malaysia is vital when it comes to marketing of halal
products. The fact of the matter is, Muslim consumers are very similar to any other consumer
segments, demanding healthy and quality products, which must also conform to Shariah
requirements (Lada et al., 2009). Currently, a certain degree of assurance is provided by
halal certification of halal products, which in any case can be issued by any of over 100 halal
certification agencies worldwide (The Halal Journal, 2008).
When talking about cosmetics and personal care products, what will reflect in our mind are
the products that can help us to improve our appearance. Typically, women will be listed for
cosmetic products which include shopping lipstick, eye shadow and mascara, while the
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shampoo; soap deodorant will be added if they are looking for personal care products (cited
from Soraya from Bernama in EntrepreNet.com- The Ministry of Entrepreneur and Co-
operative Development, August 10, 2010).
In recent years there is high demand for innovative cosmetic and personal care products
because consumers now have more awareness of the beauty. Soraya added that, the trend is
also becoming more discerning consumers whereby the demand for specialized value-added
products such as halal products, botanical-based products or products that are
environmentally friendly are increasing. Halal has now become a universal concept. Halal
stands not only for just and fair business but also for animal welfare, social justice and
sustainable environment. It is no longer a concept confined or restricted to the slaughtering of
animals for the consumption of Muslims but encompasses products and services of the
highest quality that meet the ever increasing awareness and needs of non- Muslim consumers
in a demanding market. Malaysia is one of the nations that consist of a multi-ethnic, multi-
cultural and multilingual society (Golnaz, Zainalabidin, Mad Nasir, & Eddie Chiew, 2010).
Hence, it is not impossible for halal cosmetic products to be accepted by Malaysian
consumer.
The Halal Logo
Now a day, the Muslim consumers become more knowledgeable of their religion. Therefore,
it is inevitable that they will be more particular on the type of products and services that they
consume or use for their daily usage. Moreover, the awareness of consumers have increase
and more sophisticated in dietary and health-related issues, the relevance of informative
labelling and the belief in the right to be adequately informed also will be strengthen. The
introduction of halal logo by the Malaysia’s Department of Islamic Development (JAKIM)
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has generated more awareness among the Muslim of the importance of consuming products
or engaging in services that follow Islamic guidelines and principles. The halal logo provides
an avenue for the manufacturers to indicate to their target consumers that their products meet
the Islamic standard. This definitely will create significant advantage to the particular
manufacturers versus its competitors that do not have halal certification. The term halal is
better known amongst the Muslims and non-Muslims as a permissible product that can be
consumed without any doubt. As for the service sector such as in the banking and insurance
products, the more appropriate term for halal would be Islamic-compliant or syariah-
compliant.
Consumer Awareness
Awareness began to increase when the Muslims know that the baby's placenta is used in the
manufacture of cosmetics like lipstick and face cream. Thus, government had considered
halal cosmetics as products certified halal by the Islamic Religious Department in Malaysia
such as Jakim with absolutely no use of making illegal cosmetics products containing such as
animal fat, gelatin or chemicals, as well as a halal certification from the authorities in this
country. The difficulties for consumers to ensure lawful status for cosmetic products
imported because it does not have halal certification, is one of the issues that make this halal
cosmetic products is expected to be well received among the Muslims besides of attracting
consumers of cosmetic products among non-Muslims (New Straits Times Press, 14 April,
2010). We belief that, the increasing awareness of Muslim consumers on their religious
obligations is creating greater demand for halal cosmetics products.
Compliance to Halal Cosmetic products requirements
Halal cosmetic product also can be vital to economic growth. Unfortunately, some of Muslim
and non-Muslim nor the business community has not accepted this fact. The fact is, not easy
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to attract non-Muslim groups to use halal products, while the Muslims' followers not
necessarily want to use halal cosmetics in total. However, such challenges must be faced by
the halal product manufacturers to convince these groups to use the cosmetics that based on
the concept of Halalan Toiban which also contains the herbal extracts and natural plant that
is very good and safe to use in our daily life.
In order to make it become a reality, both Muslim and non-Muslim consumers should change
their attitude and mind-set towards halal cosmetic product. The commitment from
manufactures, marketers and consumers should be increase in order to change their
preference towards the nature of halal cosmetic products. Jakim also should play a role in
providing accurate information to consumers about any related business information of halal
products because this kind of information is vital and has a power that enable to dominate the
people mind to make major changes in acceptance of halal cosmetic product (SIRIM News,
July- August, 2004).
According to the news, in halal cosmetic products, cleanliness and hygiene is very closely
related to cosmetic product safety. This is an important prerequisite halal certification while,
the requirement covers personal hygiene, attire, equipment and working environment. It is
not easy to change the perception of an individual who has normally use any brand of
cosmetic products or personal cares especially the popular brands such as Amway, Avon,
L'Oreal, Secret Garden, Nutrimetics, Olay and etc. Besides the products and the brands
available in the retail outlets, the Malaysian consumers are also offered various direct selling
brand alternatives whether in the personal care or in the cosmetic categories. Moreover, the
news also pointed that, the flux of international brands into the country is thought to be the
result of a widespread use of the Internet and the e-commerce facility by the Malaysian
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consumers (SIRIM News, July- August, 2004). . This is the scenario in which describes the
situation faced by the Malaysian consumers as they go through their daily chores in consumer
goods purchasing. Everybody can easily make a choice to choose which brands are suite
them.
Attitudes
The attitude of the individual whether to change or not is very subjective. For example, as a
Muslim, she or he ought to be using products based on halal raw materials. However, some
of them would never much care about that, as long as it safe and good for their beauty and
appearance, they will use it. Therefore, it is important for the manufacturers or the parties
involved in the issue of halal or haram, to play their role to persuade consumers to change
their perception and intention to use any products relaying on the concept of halal as it could
attract non-Muslim consumers to purchase and use the halal cosmetics. Not only because of
the halal status, but also clean and safe to be used as the ingredients to produce the products
are based on the extracts of mother’s nature resources.
Religion can influence consumer attitude and behaviour (Delener, 1994; Pettinger,
Holdsworth, and Geber,2004) as well as food purchasing decision and eating habits (Mennel,
Murcott and Van Ootterloo, 1992; Mullen, William and Hunt, 2000). Lada et. al (2009) have
recommended a Theory of Reason Action (TRA) in predicting the intention to choose halal
product among Malaysian consumers. The authors indicated that, a person’s intention is a
function of two basic determinants, one personal in nature and the other reflecting social
influence. The personal factor is the individual’s positive or negative evaluation of
performing the behaviour. This factor is termed attitude toward the behaviour (Ajzen &
Fishbein, 1980). The second determinant of intention is the person’s perception of the social
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pressure put on him/her to perform or not perform the behaviour in question. Results from
their study proved that the TRA model is acceptable in predicting the intention in choosing
halal products and thus, have proved that the attitude is one of the good predictors of
intention to choose the halal product (Lada et.al., 2009).
Religious Belief
Religion is a system of beliefs and practices by which group of people interprets and
responds to what they feel is supernatural and sacred (Johnstone & Roland 1975). Most
religion prescribes or prohibits certain behaviour including consumption behaviour. Usually
the members of different religious groups are likely to make purchase decisions influenced by
their religious identity (Schiffman & Kanuk, 1997). In general, the Muslim consumers in
Malaysia look for the authentic halal certification issued by Jakim which is under the
purview of the Ministry in the Prime Minister’s Department. This certification granted the
companies the use of halal logo for printing on their products’ packaging or for the display at
the company’s premise.
Manufacturers and marketers use halal certification and logo as a way to inform and to
reassure their target consumers that their products are halal and shariah-compliant. This
definitely will create significant advantage to the particular manufacturers to produce halal
cosmetic products as the term halal is better known amongst the Muslims and non-Muslims
as halal would be Islamic-compliant or syariah-compliant.
Trust
The study of consumer behaviour in Malaysia is vital when it comes to marketing of halal
products. The fact of the matter is, Muslim consumers are very similar to any other consumer
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segments, demanding healthy and quality products, which must also conform to Shariah
requirements (Al-Harran and Low, 2008). The inconsistency of definition of halal on the
aspect of slaughtering of animal has caused the public to question the validity on some of the
products or services claiming to be halal. Halal and eco-ethical cosmetics mean they are free
from animal cruelty, care for the environment, do not harm one’s body, and fulfil corporate
social responsibility, in line with Islamic teachings. Filipinos for example, are now looking
for halal products, which they believe to be safe, healthy and good to be consumed
(Muhammad, 2007).
Through our Islamic belief system, we sure that Malaysian entrepreneurs have a great
potential to produce halal cosmetic products that clean and safe to be used by consumers not
just in Malaysia, Indonesia, Brunei, but also to the rest of Asian Country such as Thailand,
Singapore, Philippine and to the whole world. Moreover, through this Islamic belief system,
the inherent or design reliability strength of a product is associated with the type of
manufacturing process, process capability of machines, quality control, environment or
external load and cost of production (S.R.Murty & Achuta Naikan,1997) also can derive the
intention of consumers to use halal cosmetic as they trust it.
Environmental Friendly
The news from Halal Journal (2009) reported that, the concerns over the health and
environmental hazards posed by the cosmetics industry are on the rise. Yet, in 2002, the
Breast Cancer Fund, Environmental Working Group, National Black Environmental Justice
Network and others launched the Campaign for Safe Cosmetics. Its goal is the phase-out of
cosmetics ingredients linked to cancer, birth defects, and other health problems.
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In May 2006, Friends of the Earth and the International Centre for Technology Assessment
petitioned the US Food and Drug Administration (FDA) to monitor products with nano-
particle ingredients, including more than 100 cosmetics and sunscreens. Due to their
incredibly small size, nano-particles can enter tissues and cells, thus are able to cause
biochemical damage. Some of their findings are staggering: breast cancer, genital
abnormalities, and distortion and damage of genetic material, passed on to infants during
breast-feeding (Halal Journal, 2009). These are just some of the health hazards discovered
but played down and categorized as “junk science” by the deep-pocketed global cosmetics
industry. Whenever the public’s approval ratings go down, the industry would activate
“green-washing” tactics, or environmental public relation exercise, to portray the renderer
and the entire cosmetics industry to be as “socially responsible” and “dedicated to preserving
the environment. For example, in Saudi Arabia alone, the total sales of cosmetics-related
products reached USD1.3 billion in 2006 (Halal Journal, 2009) as their concerning on this
matter.
According to Elaine O’Connor in Halal Journal (2009), the growth is being mirrored by the
demand for halal personal care products, which in turn is being driven by increased consumer
knowledge of the ingredients used and the way they are produced. Meanwhile, a survey
conducted by KasehDia Consulting revealed that although the existing awareness of halal
cosmetics is still low, there has been increasing level of awareness concerning halal
cosmetics, and consumers who are all set to purchase halal cosmetics, if and when they are
readily available. The survey found that approximately 57.6 and 37.7 per cent of Muslims in
emerging markets like Singapore and Indonesia, respectively, are aware and claim that they
will purchase halal cosmetics if the products are available. Among these respondents,
however, more than half admitted to having difficulties finding halal cosmetics (Cited from
Halal Cosmetic in Halal Journal by Kamarul Aznam Kamaruzaman, 2009).
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Muslim consumers today prefer halal endorsed products, and are choosing to spend money
on lifestyle products that meet their religious and cultural requirements. According to
Dr.Mah Hussain which cited in the article of Halal Focus in Muslim blogs online (June,
2010), the educated and conscientious Muslim consumers are specifically reaching out for
environmentally friendly and organic lifestyle products. The author added that, there is also a
growing vegetarian and vegan movement in the West and it’s consumers who are driving
these industries.
Commitment
Now a day, the world has know that Malaysia has a strong commitment on the need for strict
standards for producing halal products with the participation and expertise of certified
Malaysian-based Islamic organization approved to monitor and certify the production
processes. Hence, the first official Islamic standard has been launched by the former Prime
Minister, Tun Abdullah Ahmad Badawi on August 2004 as the earlier halal standard in line
with the government’s aspiration to make Malaysia a regional halal hub and this standard
will be playing more important roles in the future (Zurinah, Suhaiza & Yusserie, 2010).
Product reliability
Recent research has shown that product reliability is positively correlated with customer
confidence and profit margins (Ahmed, 1996). This is supported by the fact that ethnographic
and subjective measures being carried out by the author in a leading machine tool
manufacture, is showing similar relationships. The author added that, global customer
surveys carried out by the parent company and the recent introduction of customer
satisfaction surveys by the UK firm are showing that reliability is perceived as a significant
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factor both in customer satisfaction and in the decision to purchase another machine tool in
the next capital investment planned by the customers.
The achievement and improvement of product reliability is primarily dependent on the
perspective taken during the design and manufacturing phase within an organization. Fully
considering and assessing reliability through the deployment of formal reliability techniques
and other mechanisms is the critical success factor in improving reliability during this stage
(Ahmed, 1996). The Islamic Department such as Jakim has to increase a wide range of
knowledge and understanding of halal products standard and halal products standard
accreditation to ensure more reliability and acceptability among concerned groups.
Product innovativeness
Montoya-Weiss and Calantone (1994) indicated that, one dimension of product
innovativeness is product advantage, which refers to customer-perceived superiority as to
quality, benefit, and functionality and has been noted as a strategic factor that drives new
product performance (Lee, 2007). Moreover, product innovativeness has been suggested as
major determinants of new product performance (Im & Workman, 2004; Lee, 2007). This has
been supported by a recent study conducted by Zhou (2006) which indicated that product
innovativeness will lead to better new product performance. Therefore, in terms of halal for
the cosmetic product, through the product innovativeness, it has a great potential to capture
the halal- hub market in the first tract.
Government Support
Malaysia is committed to create a variety of halal standards and meet the international
practice as the government recognizing the importance of using cosmetic products based on
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Islamic principles. For example, the government has launched a new halal certification
neamely, Halal Cosmetics Standard MS2200: 2008 and Halal Logistics Standard MS2400:
2010. Cosmetic products are halal certification, detailing the complete guidelines for the use
of halal cosmetics and personal care products while, the logistics certification is the first of
its kind in the world's standards cover three main components, namely transport, warehouse
storage and retail. The International Trade and Industry Deputy Minister, Dato’ Mukhriz
Mahathir indicated that, apart from halal food products, Malaysia has a great potential to
emerge as a global halal hub in the industry which is currently increasingly gaining
acceptance for cosmetics and toiletries.
Mukhriz added that, the products can be manufactured for the export market as Malaysia is
very rich in variety unique herbs. Therefore, local companies have the advantage of entering
the global market due to the government effort that has been successful in creating awareness
about following the Malaysian Halal Standard, which is considered a premium on the global
scale. Mukhriz also pointed out, halal cosmetics industry has a potential to be the next
emerging sector with a good prospect after halal food and Islamic finance. This is due to the
existence of this sector since 1980s in this country with a strong growth of movement
particularly in recent years, representing ten to twenty per cent of the total local cosmetics
market.
The halal cosmetics market in Malaysia is said still in its infancy but between maturity and
now, its sky's the limit (New Straits Times, 14 April, 2010). Therefore, the government
support could moderate the commitment of each party involved in expanding the cosmetics
products industry to prosper locally and globally. Meanwhile, the government support
become a moderator between environmental friendly and the intention of choosing halal
cosmetics products with intention of preserving the environment.
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Celebrity
Businesses are spending millions in endorsement deals each year to associate their products
or brands with some of the biggest names such in sport (Bower & Mateer, 2008; Harris,
2008; Thomaselli, 2008; Byrne, Whitehead, & Breen, 2003). Many believe that the
popularity of celebrity such as actor or actress and the singers, will contribute to the brands
loyalty by creating positive associations and contributing to brand name recognition and
creating meaning for the most ordinary products (Miciak & Shanklin, 1994; Charbonneau &
Garland, 2005; Stevens, Lathrop & Bradish, 2003; Tingchi Liu,Yu-Ying & Minghua 2007).
More importantly, in a crowded media environment where advertisers face an increasing
challenge of attracting consumers’ attention, and to find the alternative sources of articles for
publication, celebrities are said having an ability to influence consumer behaviour that will
effectively effect consumer perception (Miciak & Shanklin, 1994; Charbonneau &Garland,
2005) and their appearance.
Therefore, in the issue of halal cosmetic products, celebrities are a moderating variable that
have a relationship between product reliabilities and product innovativeness that lead to the
intention to choose halal cosmetic products. Celebrities (ie:singer and actress) play an
important role as a role model that have a positive influence on young adults’ product
switching behaviour, complaint behaviour, positive word-of-mouth behaviour and brand
loyalty. This confirms the assumption that celebrities (ie: sport celebrities) are important
socialisation agents and can have significant impact on purchase intentions and behaviours
(Dix, Phau & Pougnet, 2009).
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PROPOSITIONS
From the above discussions, we proposed the following ideas:-
Halal should create a “win-win” situation to all parties – the government, the public and
the manufacturers. These opportunities however can only be realized if each party
manages to identify the challenges facing them and find the most feasible ways to
address those challenges. No party should be thinking of “making money” from the
widespread use of this logo as it is every party’s responsibility to let the consumers
know the inside-out of their offerings;
There is a need to work with an Islamic body that acts as an ‘umbrella body’ for the rest
of the other Muslim organizations. All parties, whether consumers or producers involved
in using or producing halal products including raw material suppliers, logistics service
providers and retailers in this industry need to understand the concept of halal and their
role in ensuring that their products are safe and halal;
In the line with the government aspiration to make Malaysia as a hub for halal
production to fulfil the requirements of local and worldwide need, various initiatives
should be implemented from various government agencies and non-governmental
organizations in creating consumer awareness about the importance of using products
with Islamic characteristics and generate business opportunities available in the industry
of halal products. In addition, halal cosmetics able to prosper through the government
support and provision of various types of business activities including organizing
seminars and workshops to the potential entrepreneurs;
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Through the establishment of a cooperative which operates halal products, such as Dubai
Cooperative Society, which starting its operation from a small cooperative in the early
70's, has now been successfully established in the halal industry as major supplier of
fresh and frozen halal food in the Middle of Eastern countries through the brand of
"COOP ISLAMI". Hence, as Malaysia has been recognized as the hub for halal products,
it is a good opportunity to be considered by the Malaysian government to introduce and
promote the halal cosmetics products internationally through the cooperative concept as
what has been implemented by the Dubai Cooperative Society and suggested by the
Ministry of Domestic Trade, Cooperatives and Consumerism;
The Muslim actor/actress and singers have to play their part in supporting Muslim
products by wearing the cosmetics that based on halal raw materials as they are the role
model and the important socialization agent that can influence consumer to purchase and
use halal cosmetic products. They also able to attract attention and convinced the
cosmetic consumers whether non-Muslims or Muslim to replace cosmetic products that
were available in the market to halal cosmetic products which is not just safe, and halal
only, but it is also good, clean and fresh to use. Especially for those among the Muslims,
it is necessarily valid, especially for carrying prayer.
In Malaysia for example, the number one singers, Dato’ Siti Nurhaliza is one of the
famous celebrity, while for other country such as Thailand, Philippine and Indonesia,
their top singer artists, can become the ambassador of halal cosmetics products. Through
their popularity, they are able to attract people's attention and desire, especially the
younger generation to buy and use the cosmetics which are relying on the concept of
halal, clean and safe. It is common as artists are the role models to their fans and their
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followers. As they are popular, people always look at their characteristics and their life-
style especially through their appearance and make-up.
Clear labelling and details of ingredients will simplify enormously create awareness
which will help consumers to be able to ask the right questions;
This paper also proposes the best solutions for customers, whereby, they are encouraged
to use local products that have halal sign or logo from Jakim. The Ministry of Domestic
Trade, Cooperative and Consumer Affairs, had taking an action to improve and intensify
the halal industry through the amendment of the trade descriptions act (APD) 1972.
Therefore, it’s enable the ministry to take enforcement action for the offense of misuse of
the halal logo. The enforcement operations will be done by Jakim and the State Islamic
Religious Department (Jain) with a broader scope of enforcement powers, which is not
only limited to the foods , but also to cosmetics and health products.
In addition, the amendment to the 1972 APD can prevent and curb the activities of the
halal certification issued by the private sector who make profit from the industry or
individuals who are desperate for halal certification for their business interest;
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A conceptual framework of consumer attitudes towards Halal Cosmetic Products
DISCUSSIONS AND CONCLUSION
The religious and safety concepts associated with the halal cosmetic products probably make
this decision more important for consumers, which could help them to make a decision
whether to purchase it or not. Despite an increasing trend in attitude and intention to purchase
halal cosmetic products, there is no significant evidence that non- Muslim consumers are
absolutely aware of underlying advantages that come with halal cosmetic process.
Understanding the why and how consumers perceive halal cosmetic products can lead
manufacturers to increase their level of awareness and knowledge on halal principles and
(Moderating Variable)
Celebrities
(Independent Variable)
Product Reliability
(Independent Variable)
Commitment
(Dependent Variable)
The intention to choose halal
cosmetic products (Independent Variable)
Trust
(Independent Variable)
Environmental friendly
(Independent Variable)
Attitude
(Independent Variable)
Religious belief
(Moderating Variable)
Government Support
(Independent Variable)
Product Innovativeness
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halal cosmetic process in order to gain the most efficient way of communicating marketing
information to their customers. As it is an interesting topic to discuss, it is recommended for
further research on this similar topic on the future because the halal cosmetics market is still
in its infancy but between maturity and now, the sky’s the limit.
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