The Integration of Islamic and Conventional Marketing Strategies as Drivers of Purchase Intention for Halal Cosmetic Products: A Conceptual Paper

The halal cosmetics industry is experiencing rapid growth, in line with the increasing global Muslim population. The revitalization of Muslims in emerging markets and more demand for ‘shariah-compliant’ products have given rise to the halal cosmetic brands, particularly in emerging markets like Malaysia. To cater to the dynamic advancement in technology and the rise of Islamic notions, a more holistic approach to understand the predictors of halal cosmetics consumption is definitely needed. Therefore, the purpose of this study is to review past literature on Islamic marketing and conventional marketing point of view to have a deeper insight into its effect on Muslim consumer purchase intention of halal cosmetic products. The Theory of Planned Behaviour and The Islamic consumer behaviour theory were discussed to explain how the integration of Islamic and conventional marketing could enhance the intent to purchase halal cosmetic products among Muslims in emerging markets. The discussion on the proposed conceptual framework from this study provides direction for future research to boost the consumption of halal cosmetic products. This study is also relevant to the marketers of halal cosmetic products and researchers who specialized in halal studies.