OBJECTIVES: The objective of this study was to understand the universal concept of halal cosmetics and a framework of critical points that influence consumers in purchasing halal cosmetic products.
METHOD: The method used was Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) Statement by using Web of Science and Scopus databases. This study extends the systematic literature review covering all variables in purchasing halal cosmetics as halal cosmetic is not simply a religious issue, but it is also an opportunity to increase sales and acquire a competitive advantage.
RESULTS: This study found 14 articles that mainly discussed the critical points related to religiosity and product factors, that is, ingredient, halal logo, and halal certification as the highest driver in influencing consumers to purchase halal cosmetics. Other related factors in this study are price, promotion, place, social factors, and characteristics of consumers. These factors should be taken into consideration as they provide a plus point and an extra edge to local or international manufacturers to tap the global markets for halal cosmetic products that cater to both Muslims and non-Muslims communities.
PRACTICAL IMPLICATIONS: Cosmetic manufacturers and marketers must ensure that their products suit the expectation of consumers as todays halalan and tayyiban products are being searched rather than branded products due to their cleanliness, safety, and hygienic.
ORIGINALITY/VALUE: This study is among the earliest study examining the factors of purchase intention in halal cosmetics using a systematic literature review method that integrates marketing stimulus (product, price, promotion, and place) and other stimuli (social, religious, and characteristics).
METHODS: Between 2009 and 2012, a kilometre-long walk was completed by trained investigators in 462 communities across 16 countries to collect data on tobacco marketing. We interviewed community members about their exposure to traditional and non-traditional marketing in the previous six months. To examine differences in marketing between urban and rural communities and between high-, middle- and low-income countries, we used multilevel regression models controlling for potential confounders.
FINDINGS: Compared with high-income countries, the number of tobacco advertisements observed was 81 times higher in low-income countries (incidence rate ratio, IRR: 80.98; 95% confidence interval, CI: 4.15-1578.42) and the number of tobacco outlets was 2.5 times higher in both low- and lower-middle-income countries (IRR: 2.58; 95% CI: 1.17-5.67 and IRR: 2.52; CI: 1.23-5.17, respectively). Of the 11,842 interviewees, 1184 (10%) reported seeing at least five types of tobacco marketing. Self-reported exposure to at least one type of traditional marketing was 10 times higher in low-income countries than in high-income countries (odds ratio, OR: 9.77; 95% CI: 1.24-76.77). For almost all measures, marketing exposure was significantly lower in the rural communities than in the urban communities.
CONCLUSION: Despite global legislation to limit tobacco marketing, it appears ubiquitous. The frequency and type of tobacco marketing varies on the national level by income group and by community type, appearing to be greatest in low-income countries and urban communities.