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Driving the Consumer Adoption of Halal Cosmetics: A Systematic Review Using PRISMA and TCCM Framework
Md Wasim Raza1, Furquan Uddin1, Osmud Rahman2
1Management & Business Administration, Aliah University, Kolkata, India.
Background:
The COVID-19 epidemic has fuelled increasing anxiety regarding the environment and religiosity. Moreover, the worldwide halal cosmetics industry is expected to experience significant growth in the years ahead. Still, the reasons that drove people all across to choose halal cosmetics are unclear.
Objectives:
The study aims to find factors influencing halal cosmetics purchases. Based on the findings, the review proposes a conceptual framework and new directions for future research in the context of halal cosmetics.
Method:
The PRISMA & TCCM framework systematically evaluates 51 empirical articles on consumers' behaviors regarding the purchase of halal cosmetics from Scopus between 2014 and 2024 for the review.
Results:
The review suggests forthcoming investigations to utilize Consumer Culture theory, Social Practice theory, and the UTAUT model. By highlighting patterns in halal cosmetics literature, the paper helps to guide future research in underexplored domains such as artificial intelligence and e-commerce.
Practical Implications:
The review contributes to the existing corpus of knowledge regarding the theoretical perspective of contemporary halal marketing through its proposed conceptual framework. In particular, scholars, academicians, and practitioners may delve into the reliable body of literature on halal cosmetics.
Originality/Value:
This study examines consumer behavior regarding the consumption of halal cosmetics. It pinpoints research gaps and offers future avenues using the TCCM framework. In addition, it provides the conceptual framework for measuring the behavior of halal cosmetics.
