The linked of attitude, subjective norms, trust, knowledge and intention to use halal cosmetic products among students: a case of public university in Malaysia

Background: Malaysia has taken serious approach towards developing Halal products since 2009 and Halal cosmetic products will be next thing in the Halal industry that needs to be taken seriously. The Islamic Development Department (JAKIM) had controlled the Halal certifications and it must comply with the Malaysia standard MS 2200; 2008. This certification must be made known to the customers and users.This study aims to examine the relationship between attitudes, subjective norms, trust, knowledge and desire or intention of the user in using Halal cosmetic products. The respondents of this study were 327 students in public university that being selected randomly. The data were analysed using Descriptive Analysis, Pearson Correlation Analysis and Multiple Regression Analysis by SPSS Version 20. The results showed that all variables can affect the desire or intention to use Halal products among consumers significantly.Even so, between five independent variables, the attitude has the highest regression.The study also show a positive relationship between the variables, which means increasing attitude will lead to an increase in desire or intention users and vice versa.For example, if the user has a positive attitude towards the desire to use Halal products, consequently the desire in order to use Halal cosmetic will be increased