Purpose

This study aims to reveal how consumers and shoppers are negative toward alcohol, animal fat, producers and certification issues concerned with halal cosmetics products.

Design/methodology/approach

In total, 527 students of 4 public universities and a medical college across Bangladesh took part in a survey and 150 shoppers from 2 cities participated in the face to face interview with the structured questionnaires. Frequency distribution was used for categorical and numerical data, and the chi-square test with a binary logistic regression model has tested the association between gender and attitudes toward halal cosmetics. Besides, narratives of Sharīʿah regarding alcohol, meat, fat and halal certification have helped understand the halal issue.

Findings

In total, 83% of the respondents perceived negative attitudes against haram animal fat followed by alcohol (74%) and animal fat (64%). The chi-square test shows that consumers held a significant association toward haram animal fat, (p-value 0.000) alcohol, (p-value 0.000) non-Muslim producers (p-value 0.000) and non-Muslim countries (p-value 0.026). Imperatively, the binary logistic regression model has found a significant negative association to haram animal fat (ß2 −0.295) and alcohol (ß1 −0.200).

Practical implications

Marketers ought to avoid haram animal fat in halal cosmetics besides focusing on alcohol freeness. Also, non-Muslim marketers need to be extra cautious in showcasing their identities. However, Islamic marketers will enjoy a competitive advantage in the halal market because of their demographic factors.

Social implications

Islamic principles on alcohol, meat, fat and certification potentially can help other stakeholders sense the halal norms.

Originality/value

This study has blended the elements of Sharīʿah with empirical evidence to shed light on the fundamental and trust factors for the marketing of halal cosmetics products.

中文翻译：

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评估学生和购物者对清真化妆品的负面态度

目的

本研究旨在揭示消费者和购物者如何对与清真化妆品有关的酒精、动物脂肪、生产商和认证问题持负面态度。

设计/方法/方法

共有来自孟加拉国 4 所公立大学和一所医学院的 527 名学生参加了调查，来自 2 个城市的 150 名购物者参加了结构化问卷的面对面访谈。频率分布用于分类和数值数据，使用二元逻辑回归模型的卡方检验测试了性别与对清真化妆品的态度之间的关联。此外，Sharīʿah 关于酒精、肉类、脂肪和清真认证的叙述有助于理解清真问题。

发现

总体而言，83% 的受访者对禁食动物脂肪持负面态度，其次是酒精（74%）和动物脂肪（64%）。卡方检验表明，消费者对圣地动物脂肪、（p值 0.000）酒精、（p值 0.000）非穆斯林生产者（p值 0.000）和非穆斯林国家（p值0.026)。当务之急，二元逻辑回归模型已发现与禁止动物脂肪 ( ß2 -0.295) 和酒精 ( ß1 -0.200)显着负相关。

实际影响

营销人员除了关注不含酒精外，还应避免在清真化妆品中使用有害动物脂肪。此外，非穆斯林营销人员在展示他们的身份时需要格外谨慎。然而，由于人口因素，伊斯兰营销人员将在清真市场享有竞争优势。

社会影响

关于酒精、肉类、脂肪和认证的伊斯兰原则可能有助于其他利益相关者了解清真规范。

原创性/价值

本研究将伊斯兰教法的元素与经验证据相结合，以阐明清真化妆品营销的基本因素和信任因素。