Consumer Purchase Intention towards Halal Cosmetics & Personal Care Products in Pakistan

The purpose of the study is to check the relationship between Awareness, Religious belief and Halal product certification towards consumer purchase intention particularly in geographical region of Sahiwal, Pakistan. Design/methodology/approach: Quantitative research methodology is used to check the relationship of the variables like relationship between awareness and Halal purchase intention, relationship between religious belief and Halal purchase intention, relationship between Halal certification and Halal purchase intention. There is no sufficient study related to the halal cosmetics and personal care products with the context to the Pakistan (Sahiwal) so data was collected from female students of Sahiwal, Pakistan .And questionnaire were adaptive. Sample size was 300 female students Findings: Present study found that awareness, religious belief and halal certified brands of cosmetics positively influence the intention of cosmetic consumer females towards halal brand. Therefore companies major brands of cosmetics have to develop niche market of halal cosmetics for Muslim females to do fashion up to some extend acceptable in Muslim religiosity. Research limitations: This study also can be conducted in more large geographical regions to check the effect of Awareness, Religious belief and Halal product certification towards consumer purchase intention .The sample size of the study is too short and this study can be replicated with the large sample size.