An Empirical Investigation on the Significance of Knowledge, Safety and Health Concern, Media Exposure and Attitude in Influencing Individual’s Intention to Purchase Halal Personal Care Products

Abstract

The purpose of the paper is to empirically investigate the effect of knowledge, safety and health concern, media exposure and attitude in influencing individual’s intention to purchase halal personal care products. Data were collected from 405 Muslim respondents in Klang Valley, Malaysia using a combination of purposive and quota sampling techniques. The data were later analysed using the Statistical Package for Social Sciences (SPSS) – Version 21 and Partial Least Square–Structural Equation Modelling (PLS-SEM) – Smart PLS 3. The results revealed that knowledge, safety and health concern and media exposure were found to be the significant determinants of attitude. It was also found that one’s intention to purchase the products was significantly and positively influenced by attitude. Using DTPB as the underpinning theory of the study, this paper empirically justified the effect of knowledge, safety and health concern, media exposure and attitude on purchase intention in the context of halal personal care products. Most of the purchase intention studies on halal personal care products emphasised on the main constructs of TRA and TPB as the main factors that will affect one’s intention and they seemed to ignore the importance of the antecedents of these constructs in predicting individual’s intention. Therefore, this study attempts to close this theoretical gap by integrating the relevant antecedents of attitude, subjective norm, and perceived behavioural control in DTPB model as a new approach in predicting customers’ behavioural intention in the context of halal personal care products. This study would be useful for marketers, manufacturers, and product managers as the findings would help them formulate and pursue relevant marketing strategies for their companies’ promotional activities.