Predictor Of Intention In Purchasing Halal Skin Care Products Among User And Non-user

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.