The Mediating Role of Halal Awareness in Purchase Intention for Cosmetic Products: An empirical study in Klang Valley

Halal Trade has received much attention recently due to the increased Muslim population around the world. The rise of Muslim population has given much insights to the marketers as they present another concern in term of their consumption pattern. The religious belief required the Muslim to consume only the halal product. Hence, halal awareness becomes a determining factor for comestic product purchase among the Muslims. Current research paper studies the consumer’s purchase intention through the mediating role of Halal awareness by adopting Theory of Planned Behaviour (TPB). The results revealed there are signficant direct relationships between Attitude, Perceived Behavoiral Control (PCB) and Subjctive Norm towards Halal Awareness. Meanwhile, halal awareness is not mediating attitude-purchase intention relationship. The results explain that halal awareness influences the relationship between subjective norm, perceived behavioural control and purchase intention. This paper contributes by complementing existing research of the mediating role of halal awareness in TPB, particularly in cosmetic products.&nbsp