Factors influencing halal cosmetic adoption: A systematic literature review and future research directions using TCCM framework

Abstract

Abstract Individuals' increasing concern for religiosity and sustainability can be attributed to the Covid-19 pandemic. In addition, it is envisaged that the global halal cosmetics market will expand in the coming years. However, what factors prompted consumers worldwide to choose halal cosmetics remains uncertain. As a result, the present study examines the existing literature to determine the variables identified for their significance in deciding whether to purchase Halal cosmetic products that have a smaller negative impact on the environment and are consistent with their religious beliefs. The PRISMA & TCCM framework is used to systematically evaluate the literature, which consists of 41 empirical studies of people's intentions and behaviours concerning purchasing halal cosmetics. TPB, TRA, SOR, and product-related variables are the research's most frequently utilised theories or variables. According to this study, future research on halal cosmetics should employ Hunt & Vitell's theory, the values-lifestyle-behavior model, the UTAUT model and the choice behaviour model. In addition, the thematic evaluation in halal cosmetics literature provides a clearer picture of the work done in the literature, allowing for the extension of future research into understudied areas such as artificial intelligence and e-commerce platforms. Overall, this literature review provides manufacturers, retailers, brands, and policymakers with insightful information about consumer behaviour regarding halal cosmetics. Using the TCCM framework it identifies research deficiencies and suggests future directions.