Influence of attitude on consumers’ awareness toward halal cosmetics in Malaysia

The cosmetics industry in Malaysia is rapidly growing at a rate of 15% annually. This industry is expected to grow steadily in the future due to great demand from working women, increasing self-awareness, and urbanization. Even though government efforts began in 2006, however there is still a lot to do in making Muslim consumers aware of what they use in relation to halal and ‘shariah’ compliance. The study proposed four variables which may contribute to consumers’ awareness of halal cosmetics. Although all four variables indicated a significant relationship toward consumer awareness of halal cosmetic products, this may not be transformed into actual buying behavior. Therefore it is crucial for the respective authority like JAKIM in Malaysia to provide more exposure on the importance of halal certification for cosmetics products, because halal does not only mean permitted to use but also carries the meaning of clean and safe to use. The information is circulated not only through proper and formal channels but also through interactions with the religious community. Overall the success of the halal cosmetics industry requires coordination and participation of various parties and strategic marketing strategies in addition to other several contributing factors in making “halal” one of the attributes that consumers should consider in purchasing cosmetics products.