Structural Equation Model of Religious Beliefs and Perceived Quality Influencing Attitudes and Purchase Intentions of Halal-Certified Cosmetic Products Among Muslims in Thailand
Keywords:
Religious Beliefs, Perceived Quality, Attitudes, Purchase Intentions, Cosmetic Products, Halal StandardsAbstract
This research aims to (1) study the levels of religious beliefs, perceived quality, attitudes, and purchase intentions toward halal-certified cosmetic products among Muslim consumers in Thailand, (2) Investigate the influence of the relationships between the variables of religious beliefs, perceived quality, attitudes, and purchase intentions toward halal-certified cosmetic products among Muslim consumers in Thailand, and (3) Create a structural equation model explaining the causal relationships of factors influencing the purchase intentions of halal-certified cosmetic products among Muslim consumers in Thailand. The study focused on female consumers who use cosmetic products and follow Islam, with a sample size of 400 individuals. The research tools included questionnaires measuring levels of religious beliefs, perceived quality, attitudes, and purchase intentions toward halal-certified cosmetic products among Muslim consumers in Thailand. The research findings indicate that the developed structural equation model aligns well with empirical data. The fit indices are as follows: CMIN/df = 3.373, GFI = 0.939, NFI = 0.945, IFI = 0.961, TLI = 0.945, CFI = 0.960, and RMSEA = 0.077. Additionally, the hypothesis testing results show that religious beliefs and perceived product quality have a direct and statistically significant influence on purchase intentions at the 0.01 level. However, religious beliefs do not have a direct positive influence on attitudes towards halal-certified cosmetic products.
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