A Conceptual Paper on the Significance of Knowledge, Safety and Health Concern, Media Exposure and Attitude in Influencing One’s Behavioural Intention to Purchase Halal Personal Care Products: The Moderating Role of Spiritual Intelligence

Abstract

The main purpose of this paper is to examine the basic determinants of one’s intention to purchase halal personal care products using Decomposed theory of Planned Behaviour (DTPB). In addition, it also aims to identify the relevant factor that is likely to moderate the relationships between the independent and dependent variables. A comprehensive review of the DTPB literature was undertaken with a particular focus on halal personal care products. The review found that one’s intentions to purchase the products was not only affected by attitude, subjective norm, and perceived behavioural control and their respective determinants but was also influenced the moderating factor such as spiritual intelligence. Such an extensive review on the relevant factors that may influence one’s behavioural intention to purchase the products using DTPB has not been attempted before. 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 individual intention in the context of halal personal care products.

However, due to a relatively huge research framework, the authors have decided to discuss only the antecedents of attitude (i.e. knowledge, safety and health concern and media exposure) in this particular conceptual paper. Meanwhile, the antecedents of subjective norm and perceived behavioural control are discussed in other articles. This conceptual paper would be meaningful and significant for marketers, manufacturers, and product managers as the findings would help them formulate and pursue relevant marketing strategies for their companies’ promotional and advertising activities.