EXPLORING CONSUMER BEHAVIOUR TOWARDS HALAL COSMETICS: A RECENT SYSTEMATIC REVIEW
DOI:
https://doi.org/10.35631/AIJBES.829001Keywords:
Halal Cosmetics, Consumer Behaviour, Purchase Intention, Systematic Literature ReviewAbstract
The growing demand for halal cosmetics has attracted increasing academic attention due to the expanding global halal market and changing consumer preferences. Despite the rapid growth of research in this area, existing studies remain fragmented, with findings dispersed across different behavioural perspectives, making it difficult to obtain a comprehensive understanding of the factors influencing consumer behaviour towards halal cosmetics. Therefore, this study systematically reviews the existing literature to synthesise current evidence and identify the major themes that characterise consumer behaviour in the halal cosmetics context. The review was conducted following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework. An advanced search strategy was performed using the Scopus and Web of Science databases with the keywords “halal” and “cosmetic,” covering publications from 2021 to 2026. Following the identification, screening, eligibility assessment and quality evaluation processes, 23 primary studies met the inclusion criteria and were included in the final synthesis. The thematic analysis revealed three dominant research themes: (1) Consumer Purchase Intention and Behaviour toward Halal Cosmetics, (2) Brand Loyalty, Repurchase, and Switching Behaviour, and (3) Consumer Perceptions, Attitudes, and Psychological Drivers. The findings indicate that purchase intention is primarily influenced by factors such as halal knowledge, religiosity, halal certification, product quality, trust, social influence, and digital communication. Post-purchase behaviour is largely associated with consumer satisfaction, perceived value, brand trust, and switching motivations, while psychological factors, including attitudes, perceptions, awareness, and beliefs, consistently shape consumer decision-making across different market segments. This review consolidates the current body of knowledge by providing a structured synthesis of the determinants of consumer behaviour towards halal cosmetics and highlights prevailing research directions. The findings offer useful insights for researchers, practitioners, and policymakers in developing evidence-based strategies to strengthen consumer confidence and support the sustainable growth of the halal cosmetics industry.
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