Halal Awareness, Religiosity, and Lifestyle in Shaping Generation Z's Cosmetic Purchasing Decisions: Evidence from Medan City, Indonesia
DOI:
https://doi.org/10.35891/a6f43603Keywords:
Halal Awareness, Generation Z, Halal Cosmetics, Purchasing Decision, Religiosity, Theory of Planned Behavior, PLS SEMAbstract
Purpose: This study aims to examine the effects of halal awareness, religiosity, and lifestyle on the purchasing decisions of Glad2Glow cosmetic products among Generation Z consumers in Medan City. It also seeks to identify the most influential determinant shaping purchasing decisions within the context of the halal cosmetics industry.
Design/methodology/approach: This study employed a quantitative, cross sectional research design using a survey approach. Data were collected through a structured online questionnaire distributed to 100 Muslim female Generation Z consumers aged 18 25 years in Medan City who had previously purchased Glad2Glow cosmetic products. Respondents were selected using purposive sampling. The proposed research model was analyzed using Partial Least Squares Structural Equation Modeling (PLS SEM) with SmartPLS 4 to evaluate both the measurement and structural models.
Findings: The findings reveal that halal awareness, religiosity, and lifestyle all have positive and statistically significant effects on purchasing decisions. Among these variables, halal awareness emerged as the strongest predictor, followed by religiosity and lifestyle. The results indicate that although Generation Z consumers are highly exposed to digital beauty trends and modern consumption patterns, halal awareness remains the primary consideration influencing cosmetic purchasing decisions.
Practical implications: The findings suggest that cosmetic manufacturers should strengthen the communication of halal certification through digital marketing strategies and collaborate with social media influencers to enhance consumer awareness and trust. Furthermore, policymakers and halal certification authorities should continue promoting halal literacy to improve consumers' understanding of halal certified cosmetic products, particularly among younger generations.
Originality/value: This study contributes to the literature on halal consumer behavior by providing empirical evidence that halal awareness is a more influential determinant of purchasing decisions than religiosity and lifestyle among Generation Z consumers. The study also extends the application of the Theory of Planned Behavior in the context of halal cosmetics by demonstrating how cognitive awareness, religious commitment, and lifestyle collectively shape purchasing behavior in an increasingly digital consumption environment.
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References
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