Purpose

This paper aims to investigate the antecedents of Muslim millennial’s purchase intention for halal-certified cosmetics and pharmaceutical products by expanding the theory of reasoned action (TRA) through the inclusion of religiousity (RG), halal knowledge and halal certification as the exogenous constructs in addition to TRA’s subjective norm, with attitude as the mediating variable.

Design/methodology/approach

A sample of 403 Muslim millennial customers of cosmetics and pharmaceutical products from the Greater Jakarta area, Indonesia. The data were analysed using partial least squares method.

Findings

Based on the study, attitude fully and/or partially mediates all the exogenous variables. RG and subjective norm are found to have no direct and significant relationship to purchase intention, but they indirectly affect the latter through attitude. Finally, both halal knowledge and halal certification have partial mediation with purchase intention through attitude as the mediating variable.

Practical implications

By understanding the relationships between the latent constructs, halal players in the industry could use the findings to better comprehend the urgency and importance of the halal aspects of their products, particularly halal certification, with regards to the Muslim millennials, and devise appropriate policies and strategies to capture the increasingly potential slice of the market.

Originality/value

The extant literature on halal products has mostly examined the food industry, and little attention has been given to the halal cosmetics and pharmaceutical products, inspite of its growing importance in Indonesia as the world’s largest halal market. Unlike earlier studies on the topic, this study also limits its focus on the Muslim millennial consumers, which is arguably the most potential and lucrative share of the halal market.

中文翻译：

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穆斯林千禧一代对清真认证化妆品和药品的购买意向：态度的中介作用

目的

本文旨在通过将宗教信仰（RG）、清真知识和清真认证作为外生结构，扩展理性行动理论（TRA），调查穆斯林千禧一代对清真认证化妆品和药品的购买意向的前因。以 TRA 的主观规范为中介变量。

设计/方法/方法

来自印度尼西亚大雅加达地区的 403 名穆斯林千禧一代化妆品和药品客户的样本。使用偏最小二乘法分析数据。

发现

根据这项研究，态度完全和/或部分调节所有外生变量。研究发现，RG和主观规范与购买意愿没有直接和显着的关系，但它们通过态度间接影响购买意愿。最后，清真知识和清真认证都具有部分中介作用，购买意愿通过态度作为中介变量。

实际影响

通过了解潜在结构之间的关系，该行业的清真参与者可以利用调查结果更好地理解其产品清真方面的紧迫性和重要性，特别是清真认证对于穆斯林千禧一代的重要性，并制定适当的政策和策略以抢占越来越有潜力的市场份额。

原创性/价值

现存的关于清真产品的文献主要研究食品工业，而很少关注清真化妆品和药品，尽管它在印度尼西亚作为世界上最大的清真市场日益重要。与早先对该主题的研究不同，这项研究还限制了对穆斯林千禧一代消费者的关注，这可以说是清真市场中最具潜力和最有利可图的份额。