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Title:	The effect of TPB : direct measures, religiosity, self-congruity on purchase intention for halal cosmetic product and moderating role of product positioning
Authors:	Nor Rahimy Khalid (ZP02489)
Supervisor:	Che Aniza Che Wel, Assoc. Prof. Dr.
Keywords:	Cosmetic Halal product Universiti Kebangsaan Malaysia -- Dissertations Dissertations, Academic -- Malaysia
Issue Date:	10-Oct-2019
Description:	Halal cosmetic is a new trend in the halal industry. Therefore, it is crucial to better understand consumer purchase intention towards halal cosmetic products. Markedly, there is less preference for halal cosmetic products and indeed, limited literature on Muslim consumers' preferences. Thus, it is vital to explore and understand the product purchase intention with the moderating role of halal positioning owing to the controversial issues surrounding halal cosmetic products. In investigating the importance of consumer behavioural intention, this study adopted the Theory of Planned Behaviour (TPB) to explore and empirically examine consumer purchase intention with the predictive variables of attitude, subjective norms, and perceived behavioural control. Furthermore, religiosity and self-congruity are included as an extension of this theory to understand Muslim consumer behaviour better. Indeed, this study is unique because of its contribution to the literature by deliberating on the relationship between religion and marketing. Also, halal positioning was tested as a moderating variable to predict Muslim consumer purchase intention. The present study explored the effects of Muslim consumer behaviour on purchase intention. Purposive sampling was employed to select the respondents, and 438 valid questionnaires were used for further analysis. Partial Least Square Structural Equation Modeling (PLS-SEM) was employed to test the hypothesised model, in which eleven hypothesised relationships were proposed. The findings of this study reveal that subjective norms, perceived behavioural control, religiosity, self-congruity, and positioning significantly influence consumer purchase intention. Remarkably, attitude indicates a negative influence on the purchase intention towards halal cosmetic products, which is contradictory with previous findings on other halal products. However, when halal positioning was employed as a moderator, the relationship between attitude and purchase intention became significant. In contrast, halal positioning is a refuted moderator between perceived behavioural control and purchase intention, which shows a negative interaction. The findings of this study provide empirical evidence on the influence of halal positioning on customer purchase intention towards cosmetic products, thereby helping marketers to better position their products in the halal industry. Finally, this study adds to the understanding of the role of religiosity and self-congruity in halal cosmetic purchase intention of the consumer.,Ph.D
Pages:	234
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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