MUSLIMS SELLERS’ KNOWLEDGE TOWARDS HALAL COSMETICS’ AWARENESS: REGRESSION ANALYSIS APPROACH
Purpose - This article examines the Muslims Sellers’ Knowledge towards Halal Cosmetics’ Awareness. Muslim around the world is now directed on products that are halal, clean and safe to consume and this includes cosmetic products. Due to the increase in demand for halal cosmetics globally, existing and new players in the cosmetics industry are taking advantage of this situation and are competing to produce halal cosmetic products. As such, it is crucial to lay the responsibility of selling products that fulfil the sharia requirements on the cosmetic products sellers. Hence, the sellers need to have Awareness and Knowledge regarding the concept of halal and haram. Design/ methodology/ approach - This study employs survey technique to measure two variables comprises of sellers’ knowledge, and awareness. The questionnaire items attempt to capture basic requirement for cosmetics products in conjunction with Malaysian consumers’ right. Regression analysis was conducted to examine the proposed impact via IBM-SPSS AMOS 24. Findings - The analysis indicates a significant positive effect of Knowledge on Awareness among Muslim cosmetics sellers. This result demonstrates that knowledge is a very important factor that will influence the Awareness level towards halal cosmetics product. Research limitation/implication – This study is conducted on halal cosmetics sellers in selected towns in one state of East Coast of Malaysia only. The usual limitations associated with self-reported questionnaire such as low response rate, response bias and non-response bias, applies. This study also may not be generalised to other countries which have different political, cultural and economic factors. There might be other variables that were excluded from this study making the model incomplete, and therefore care should be taken in interpreting and generalising its findings. This study is essential for sellers to be informed be responsible towards customers. Originality/value - Therefore, it is highly recommended that authorised agencies such as JAKIM initiate more activities to create Awareness among Muslim sellers on the concept of halal for consumers’ benefits.
Muslim Sellers, Knowledge, Halal Cosmetics, Awareness, Regression Analysis