UNDERSTANDING THE DETERMINANTS OF PURCHASE INTENTION FOR HALAL COSMETICS AMONG GEN Z

Abstract

This article aims to determine the factors that influence the purchase intention of halal cosmetics among Generation Z. The author applied the Theory of Reasoned Action (TRA) to ascertain the determinants influencing Generation Z's intention to purchase halal cosmetics. The predictors are subjective norms, attitudes, and religiosity. The study used a sample of 215 respondents from UiTM Cawangan Johor Kampus Segamat, and statistical analysis with SPSS was used to determine how significant the impact of the independent factors was. The results of the experiments show that the intention to buy halal-certified cosmetics is positively and significantly influenced by attitudes, subjective norms, and religion.