Halal Certification and Knowledge as Determinants of Purchase Intentions Through the Mediating Role of Halal Awareness Among Muslim Skincare Consumers in Indonesia
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Abstract
The rapid expansion of the global halal cosmetics market has intensified scholarly interest in understanding the cognitive and normative factors that shape Muslim consumers' purchasing behaviour. This study examines the influence of four antecedent variables, namely religious beliefs, self-identity, halal certification, and halal knowledge, on halal awareness, and subsequently investigates the effect of halal awareness on the purchase intention of skincare products among Muslim consumers in Indonesia. A quantitative research design was employed, utilising Structural Equation Modelling (SEM) with Partial Least Squares (PLS) estimation through SmartPLS software. Data were collected from 57 respondents affiliated with Universitas Pertamina and other higher education institutions via a structured online questionnaire incorporating a six-point Likert scale. The findings reveal that religious beliefs and self-identity do not exert a statistically significant influence on halal awareness, whereas halal certification and halal knowledge demonstrate significant positive effects. Furthermore, halal awareness significantly predicts purchase intention, indicating that consumers who are cognitively and normatively oriented toward halal standards are more inclined to seek and acquire halal-certified skincare products. These results carry important implications for marketers, policymakers, and certification bodies seeking to strengthen consumer trust within the expanding halal beauty sector.
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