Haque, A. K. M. Ahasanul
(2023)
Impact of diffusion of innovation among Pakistani consumers' adoption of Halal cosmetics.
In: KLiBEL29 & KLiCELS22, 16-17 December 2023, Bangi Resort Hotel.
Abstract
The market for halal cosmetics has recently grown due to factors including the expanding Muslim populace and
their choice of pleasant, hygienic, and secure cosmetics. This study investigates consumer willingness for halal
cosmetics adoption and considers the ramifications of such adoption. In addition, it investigates how trust
mediates between customers' knowledge of halal products and social influence by integrating the diffusion of
innovation theory. The SEM-PLS technique is used in this study to examine both direct and mediated
relationships between the hypothesized components. The results show that all examined variables have a
substantial influence on whether halal cosmetics are adopted. The relationship between halal knowledge and
social influence is found to depend heavily on trust. Nevertheless, despite consumer demand, halal cosmetics
in Pakistan are still very uncommon for several reasons. This research aims to examine variables affecting the
usage of halal cosmetics in Pakistan. It will provide certifying organizations and cosmetic manufacturers with
significant information that will help them gain the trust of consumers and contribute to the existing body of
knowledge. This research takes a quantitative approach, analyzing the co llected data using multivariate
statistical methods and descriptive statistics. The sample, which was constructed by purposive sampling,
contained a total of 396
respondents out of 375 after screening and sorting: partial or missing data. Due to limitations, the study
concentrated on three of Pakistan's largest cities, Karachi, Lahore, and Faisalabad for their dense populations
and varied cultures. By carefully weighing factors including gender, age, and education, the research sample
was chosen to assure representativeness and reduce any potential biases. The conceptual framework, the
research questions, and the generated hypotheses were tested in the study using an administered
questionnaire survey approach.
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