A Review of Factors Influencing Generation Z Awareness of Halal Cosmetic Products

Abstract

This study explores the factors influencing the increase in halal awareness among Generation Z regarding halal cosmetic products. In the context of the global expansion of the halal product market, a profound understanding of the halal cosmetics market dynamics and consumer behavior is increasingly essential. Therefore, a literature review was conducted using a qualitative methodology to identify the dominant factors affecting this awareness, such as advertising, knowledge, attitudes, product characteristics, and social influence. The findings indicate that advertising plays a crucial role in disseminating information and modifying consumer perceptions of halal products. Furthermore, we found that extensive knowledge of halal principles contributes to enhanced awareness and purchase intentions. Religious experiences and authentic product assessments reinforce positive consumer attitudes towards halal products. Additionally, product characteristics, including compliance with halal standards and safety attributes, significantly influence purchasing decisions. Finally, social influences from family and peer networks prove vital in strengthening awareness and preferences for halal products. This research aims to develop broader insights into the interactions among these variables and their impact on consumer behavior, as well as to support marketing and promotional efforts for halal cosmetic products across various consumer segments, ultimately contributing to the growth of this industry.