ABSTRACT
This study sought to investigate consumer intentions in purchasing herbal cosmetic products from non-halal-certified manufacturers. This study was broadened with the inclusion of religious knowledge related to herbal cosmetics. The researchers employed planned behavior theory by including the dimensions of perceived value (health, safety, and environmental) and religious knowledge, purchase intentions, subjective norms, and perceived behavioral control. This empirical study aimed to develop and examine structural models through which to investigate purchase intentions using a combination of planned behavior theory, perceived value, and halal knowledge. The context of this research was unique because it helps in predicting the behavior of Muslim communities in Muslim-majority countries toward cosmetic products that have herbal associations but are not certified halal, in the context of cosmetic products used by millennials. It shows an intention to purchase products with herbal associations that comply with sharia.
