Investigating Students Awareness and Usage Intention Towards Halal Labelled Cosmetics and Personal Care Products in Malaysia

This paper focuses on the consumers’ awareness, usage and intention to use halal cosmetics and personal care products in Malaysia. A self-administered questionnaire was designed as an instrument to gather information on university students’ behaviour. A survey was conducted and 573 students responded to the questionnaire. Reliability test, descriptive statistic and chi-square analyses were used to analyze the data collected. The results indicate that most respondents were aware about the halal cosmetics and personal care products in Malaysia. The results also showed that there were significant differences among the respondents’ race and awareness towards halal cosmetics and personal care products. Furthermore, the students’ year of study and study in religious school is a strong indicator of consumers’ usage and intention to use halal cosmetics and personal care products. This study will provide cosmetic industries with a greater understanding of the consumer behaviour relating to halal cosmetics and personal care products. This will help them to produce cosmetic products which can satisfy consumers’ needs and wants and at the same time increase their profit and corporate social responsibility .