Determinants of Muslim Consumers Behavior Toward Halal Cosmetics in Indonesia
Keywords:
Halal cosmetics, Halal awareness, Muslim consumer behavior, Religiosity, TrustAbstract
This research aims to explore and synthesize the factors that influence the attitudes and behaviors of Indonesian Muslim consumers toward halal cosmetics, with a focus on halal awareness, religious piety, and trust levels. Using a systematic literature review (SLR) methodology, this study follows the PRISMA guidelines for standard procedures. Data were obtained from domestic and international journal articles published between 2015 and 2024, indexed in Scopus, Google Scholar, and the SINTA database. Inclusion criteria were limited to studies examining Indonesian Muslim consumers' behavior toward halal cosmetics; articles that were irrelevant to the theme or did not have full text were excluded from the analysis. The findings show that religious piety has a positive and sustained influence on attitudes toward halal cosmetics and purchase intentions, while the impact of halal awareness is proven to be diverse and not always significant, especially among young consumers. Trust in halal certification institutions and product brands emerged as critical factors, often mediating the influence of halal awareness and religious piety on purchasing decisions. These findings confirm that halal cosmetics consumption is not determined by a single factor, but arises from the interaction between religious values, halal awareness, and consumer trust. By clarifying the conceptual framework of Muslim consumer behavior, this study makes a significant contribution to theoretical research.
Keywords: Halal cosmetics; Muslim consumer behavior; Halal awareness ; Religiosity; Trust
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