PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

This paper aims to enhance the growth of Malaysian halal cosmetic brands by identifying key factors influencing purchase intention. Specifically, the study investigates the impact of religiosity on the intention to purchase halal cosmetic products, utilising the S-O-R model within the Malaysian context, which offers a unique perspective in halal consumerism research. An online survey employing 5-point Likert Scale questions targeted Muslim working females aged 27 to 42 years in Malaysia during 2023, with 251 responses collected through convenience random sampling. The study employs Partial Least Squares Structural Equation Modelling (PLS-SEM) for data analysis. Findings indicate a significant positive relationship between religiosity and intention to purchase halal cosmetics, while no significant relationships were found between brand equity, promotion, perceived value, attitude, and purchase intention. Despite the critical role of religiosity, ensuring true halal integrity remains challenging due to the use of collagen, gelatine, and other animal-based raw materials commonly found in cosmetics. These materials may compromise halalness if rigorous halal certification, supply chain transparency, and traceability mechanisms are not enforced, as religiosity alone cannot guarantee the integrity of end products. The study’s limitations include its focus on Malaysia’s halal cosmetic sector and specific demographic characteristics, which may limit its generalisability to other contexts. Future research could explore the moderating roles of attitude and perceived value and address broader concerns about halal assurance frameworks in cosmetic products.