Liew, Wan Shean
(2024)
The Moderating Effect Of Social Class Between Halal Cosmetics Consumption Value And Purchase Intention Among Malaysian Consumers.
Masters thesis, Perpustakaan Hamzah Sendut.
Abstract
Despite the potentially significant contributions of Halal cosmetics to
unsustainable issues, they are not the preferred choice among Malaysian consumers.
Therefore, this study uses the consumption value theory to understand consumer
purchase intention for Halal cosmetics. Data was collected from 185 Muslim and non-
Muslim respondents through an online survey and analyzed using PLS-SEM. The
study provides a novel perspective on Halal cosmetics consumption value,
highlighting associated context-specific attributes in functional, social, emotional,
epistemic, and conditional value. The findings indicate that emotional value strongly
influences consumers’ purchase intention for Halal cosmetics, followed by epistemic,
conditional, and functional value, particularly in sustainability and safety attributes.
Furthermore, moderation analysis reveals that the positive relationship between
conditional value and purchase intention for Halal cosmetics is strengthened among
consumers with a higher social class. This study provides valuable insights into
consumers’ purchase intentions concerning context-specific consumption values for
Halal cosmetics.
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