MUSLIM CONSUMERS’ PERCEPTIONS ON COUNTERFEIT COSMETICS

Abstract

In conjunction with the rise of the Muslim population and beauty awareness, the halal cosmetic industry is expected to grow significantly. This growth serves as an opportunity for the cosmetic industry in Malaysia to bring out a lot of new cosmetic products into the industry. However, it can lead to strengthen the market competition which then resulting in the emergence of counterfeit and unlicensed cosmetic and beauty products into the local market. Despite the growing potential of halal cosmetic industry, consumers are not being exposed sufficiently to the importance of halalan tayyiban in a cosmetic product. This study will analyze the influence of religiosity, brand consciousness and demographic background towards perception of Muslim consumers on counterfeit cosmetic products. Data for this study are extracted from existing literatures in the research area of Halal cosmetic industry in local and outside Malaysia. This study will give the opportunity for future researchers to expand the area of research of halal cosmetics and will be essential for future developments in the halal cosmetics industry itself.