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The purpose of this article is to determine what factors affect Muslim consumers' intention to buy halal personal care products in Pakistan, and to study level of awareness pertaining to halal non-food products for this market. This is an empirical research that is based on Ajzen's theory of planned behaviour (TPB). It also studies the mediating effect of TPB variables on how religiosity impacts intent to purchase. Moreover, this article sheds light on the role of awareness of halal personal care products in ascertaining buying behaviours. To date, research on halal non-food consumables is sparse. Using empirical data from 236 educated, urban and affluent Muslim consumers from two cities in Pakistan, this study lays foundation for future work in the domain of buying behaviour regarding halal non-food products. Findings suggest that religiosity is a valid predictor of buying intent of halal personal care products. Attitude and subjective norm were also found to be valid predictors of intent in conjunction with earlier theories. However, awareness of halal cosmetics and personal care products was found to be surprisingly low. This article contributes to the discipline of Islamic marketing by introducing and characterising a potentially new field of Muslim consumer domain, i.e. halal non-food consumables.
Ansari et al. (Thu,) studied this question.