Consumers’ attitude, and loyalty towards halal cosmetics: Moderated mediation effect of repurchase intention by gender

The global expansion of the halal cosmetics market underscores shifting consumer behavior within the cosmetics industry, reflecting increasing demand for ethically produced, religiously compliant, and high-quality beauty products. With regard to this, the present study looks into how customer loyalty to halal cosmetics is influenced by trust, product quality, religious beliefs, and repurchase intention. The study underpins the theory of Planned Behavior, by examining the customer attitudes and repurchase intentions nexus. Data were collected from 521 halal cosmetics users through an online survey. Furthermore, Structural Equation Modeling (SEM) is employed to analyze and validate the research findings. The findings suggest a positive and direct relationship between customer trust and repurchase intention towards Halal products. Moreover, repurchase intention towards Halal products fully mediates the relationship between religious beliefs and loyalty. Finally, female consumers significantly strengthen the indirect effect of repurchase intention between religious beliefs and consumer loyalty nexus as compared to male counterparts.