The state of halal cosmetic research on consumer behavior A systematic review of the literature and future research directions

Saqib Ali, Fairol Halim, Norzieiriani Ahmad



The purpose of this study was to examine existing relevant literature on the halal cosmetic (consumer behavior domain) in the recent decade, to identify emergent issues and limitations. Moreover, suggest directions for future research. A systematic process of the literature review was adopted. Selected publications were analyzed, evaluates contributions and summarizes knowledge according to the topics studied, study context and research approach. The findings of this review indicate theoretical, methodological and geographical gaps.

JEL Classification: M 310

Keywords: Consumer behavior, Halal cosmetic, Attitude, Subjective norm, Perceived behavior control, Behavioral intention.

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