Behavioral Perspectives of Gen Z on Halal Cosmetics Purchase Intentions in Northern Malaysia

Abstract

This study investigates the factors that influence Gen Z's purchase intention towards halal cosmetics in Northern Malaysia, using the SEM-PLS approach. The results show that attitude plays a significant role, where positive perceptions towards halal products substantially increase purchase intention. Gen Z's preference for ethical and sustainable choices emphasizes the importance of aligning product offerings with their values. Brand image also proved to be a key driving factor, as the high level of digital engagement of this generation makes them highly responsive to brands that create a strong online presence, work with influencers and participate through social media platforms. While subjective norms are meaningful, their impact is not as strong as personal attitudes and brand image, underscoring Gen Z's digital autonomy and reliance on personal preferences over peer influence. These findings suggest that halal cosmetic brands need to focus on building an authentic and relevant digital brand image to effectively engage with Gen Z consumers. This study provides insights for halal brands looking to reach this influential and tech-savvy generation, highlighting the importance of transparency, digital engagement, and alignment with sustainability and ethical values.