Consumer Purchase Intention Of Halal Cosmetic: A Systematic Literature Review

This study aims to examine relevant research on consumer purchases in halal cosmetics. A total of 18 studies relating to toplevel journals have been identified by the recommended method of systematic literature review. Bibliometric and narrative literature approaches are used to explore information related to the number of documents per year, publishers, journals, theories, methods, countries, institutions and antecedent of purchase intention. The results showed a downward trend in the number of studies in the field of consumer purchases in halal cosmetics. Emerald and the Journal of Islamic Marketing are top publishers and journals. Theory of reasoned action and Theory of planned behavior are theories that are still predominantly used. SEM-AMOS and PLS-SEM are widely used analytical tools. Malaysia and Indonesia still occupy the top positions in this study. Furthermore, a number of institutions have contributed to this study, and interestingly in this study it was found that several institutions from Muslim minority countries have taken part, namely India, China and Canada. Apart from the importance of the halal cosmetics market for producers and consumers, in the existing literature there is little research on halal cosmetic products