Halal Cosmetics and Teen Consumers: A Conceptual Paper on Sustainable Marketing through Halal Awareness and Certification
DOI:
https://doi.org/10.61453/jobss.v20260110Keywords:
Consumer behavior, Sustainable marketing, Teen Halal Cosmetics, Halal certification, Islamic marketingAbstract
This study explores the influence of halal certification and related factors on the actual purchase behavior of teenage consumers in the cosmetic industry. The research is motivated by the increasing awareness and demand for halal-certified products, particularly among young Muslim consumers, who represent a significant and growing market segment. The study focuses on teenage respondents aged 15–20 years, residing in the Jakarta, Bogor, Depok, Tangerang, and Bekasi areas. Using a conceptual paper approach, the study examines the relationships between halal awareness, halal certification, religiosity, trust, attitude, purchase intention, and actual purchase behavior. The objective is to test how these variables interact and contribute to shaping consumer purchasing decisions. Halal awareness and certification are considered critical factors influencing trust and purchase intention, while religiosity is expected to moderate consumer attitudes toward halal cosmetics. Furthermore, the study highlights the role of purchase intention as a mediating variable between consumer perceptions and actual purchase decisions. By analyzing these interrelationships, the research aims to provide a deeper understanding of consumer behavior in the halal cosmetic market. The findings are expected to contribute to academic discussions on consumer behavior and offer practical insights for cosmetic companies targeting the youth segment with halal-certified products
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