Customers’ Intention to Repurchase Halal Personal Care Products: The Moderating Role of Religiosity

Purpose—The purpose of this paper is to examine the factors that may influence the customers’ intention to purchase halal personal care products using decomposed theory of planned behaviour (DTPB). In addition, it also aims to identify the relevant factor that may moderate the relationship between the TPB constructs and the dependent variable. Design/methodology/approach—A comprehensive review of customers’ purchase intention on halal products is undertaken with a particular focus on halal personal care products. Findings—The review found that the intention to purchase halal personal care products was influenced by attitude, subjective norm, and perceived behavioural control. In addition, it was found that determinants such as knowledge, safety and health concern, media exposure, interpersonal influences, self-efficacy, and resource-facilitating conditions have a significant positive impact on attitude, subjective norm, and perceived behavioural control. On top of that, it was further discovered that religiosity moderates the relationship between the TPB constructs and the dependent variable. Originality/value—None of the purchase intention studies on halal personal care product has utilized decomposed theory of planned behaviour (DTPB) as the theoretical framework of their research. In addition, this is the first study utilizing this particular model in examining the moderating effect of religiosity on the relationship between the TPB constructs and the dependent variable in the context of halal personal care products.