Scholarship addressing the relationship between marketing, consumption and the religion of Islam, is mainly inscribed within the social science field of Islamic marketing. It remains relatively under researched, religiously framed, and largely inconclusive. Looking at the recent developments of the global halal faith-based market, the present research investigates the industry specific case of halal cosmetics, from the wider angle of universal human values theory. It examines the halal brand concept, sheds light on salient consumer values, and tests the effect of ad message framing on the values-attitude-behavior relationship.
This research relied on a mixed research method consisting of two phases. First, an exploratory qualitative phase to build understanding of the halal concept from industry and consumer viewpoints. Second, a main experiment consisting of a 2x2 factorial design to test the interaction of message framing and logo focus on attitudes and purchase intention.
This study provides a conceptualization of the halal brand concept. It established the role of values predicting attitudes and purchase intention, and the mediating role of attitudes on the impact of message framing on purchase intention. It also established the moderating role of the halal logo, and the mediating role of congruence when the halal logo was present. Activated values depend on the message framing appeal. Congruence, past experience and attitude product have significant impact on purchase intention.
Results point to the impact of values activation on attitudes and behavioral intention, contributing to the research linking personal values with branding, religion, halal, spirituality, and consumer behavior domains. The research limitations are related to its setting, sample and measurements used.
The effects of ad messaging are of practical interest from a managerial perspective. This study brings suggestions to developing effective branding and communication strategies emphasizing appropriate message framing appeal to increase positive consumers attitudes and purchase intentions of halal cosmetics and personal care products. It also encourages practitioners to look
beyond essentialist-normative views generally established in both practice and academia, when approaching faith based Muslim consumer markets.
This study provides a wider look at the halal brand concept, and proposes a novel approach to investigating halal faith-based consumption. It offers valuable theoretical and managerial insights into the factors influencing consumer attitudes and behavior regarding halal skin care products. It is also one of the very few studies investigating halal consumption in a non-western context, and examining the moderating role of halal logo in the values-attitude-behavior relationship.
Values, Attitudes, Consumption, Spirituality, Halal.