This paper reviews the articles on how importance does an individual's spiritual intelligence (SQ) and spiritual congruence (SC) affect individual's attitude in making decision in purchasing product. When the person lives in a way that blends spirituality into his daily life, it will reflect their attitudes and behavior in making the best decision in his life and this allows its association with the rational cognitive processes like goal achievement and problem solving. Meanwhile SC is to examine the degree of match between how consumers actually see themselves in relation to product image. The paper examines the academic literature on construct as well as presents SQ and SC as a causal factor in the formation of the attitude and behaviors of the consumer. The phenomenon of SQ in the organization and workplace has received enormous attention from other scholars. The construct of SQ in individual perspective and developing measurement scale to explore the dimensionality of the concept has not been much explored. While SC is to examine the degree of match between how consumers actually see themselves in relation to Halal cosmetic product image. Thus, this study attempts to enrich the understanding the importance of SQ from the Islamic and western perspective, and SC of individual' attitude towards purchase Halal cosmetic among female Muslim in Malaysia.

Plethora of cosmetic products in the marketplace are fighting vigorously for the consumers' wallets; the local brands appear to capture their own niches by projecting themselves as "Islamic" brands via their creative product offerings. The purpose of this paper is to identify a behavioral matrix which classified Malaysian into the appropriate quadrant in the Spiritual Intelligent Matrix and hence will be proposed. The results generated from this study could afford new insights in order to design strategies and policies in branding and positioning halal values to the cosmetic products manufactured in Malaysia. The paper highlights new frameworks which will modify the Planned Behavior Theory (TPB), develop new scales to measure spiritual intelligence in the TPB theoretical framework to explore how the variable could influence consumer attitude towards Halal cosmetic produced in Malaysia. The new measurement scale is used to unravel underlying dimensions of spiritual intelligence from the perspective of the Muslim which is deemed imperative. It is envisaged that it could explicate the effects of spiritual intelligence, spiritual congruence, product involvement and product image of the consumers' attitude towards purchasing halal cosmetics and in turn to reaffirm intention to consume halal cosmetic.

This research has shed new light on better understanding of the existing knowledge by incorporating relevant constructs as the predictors of intention such as attitude, subjective norm, and perceived behavior control in a Halal skin care product (compliance with the Muslim Shariah requirement) context, among the users and non-users. The predictors of intention demonstrate there have a positive significant effect in influencing user and non-users to intention to purchase and continue to purchase Halal skin care products, the results delineate that subjective norm has a direct effect on intention and continue purchasing among users and non-users. While, perceived behaviour control has a positive significant effect on intention to purchase and continue to purchase for both users and non-users. Lastly, the study depicted that Attitude has a positive significance on continue/intention to purchase halal skin care products for users and non-users Structural Equation Modeling (SEM) was utilized to test the hypothesized relationships among the constructs, as postulated in the research model.