UNDERSTANDING YOUTH CONSUMERS OF HALAL COSMETICS: A CROSS-COUNTRY STUDY OF MALAYSIA AND INDONESIA
DOI:
https://doi.org/10.22452/jati.vol30no1.3Keywords:
halal cosmetics, purchase behaviour, youth, Indonesia, MalaysiaAbstract
The halal cosmetics industry is a growing part of Southeast Asia’s economy, driven by consumer demand for products that meet both religious values and modern lifestyle needs. This study compares the purchasing behaviour of youth consumers in Malaysia and Indonesia, two key Muslim-majority countries that play an important role in the halal cosmetics sector. The aim is to explore the social, cultural, and psychological factors that influence young people’s choices of halal cosmetic products and to contribute to a better understanding of consumer behaviour in the region. The study used a quantitative descriptive method, with data collected from 400 university students, 200 from each country, through a structured questionnaire. The survey measured purchasing behaviour, attitude, personality, perceived environmental concern, price, psychology of shoppers, and religiosity. The results show clear differences between the two countries. In Malaysia, purchasing behaviour is mainly shaped by personality and attitude, showing the importance of personal identity and lifestyle. In Indonesia, religiosity and environmental concern have the strongest influence, reflecting collective values and ethical awareness. These differences highlight the cultural and institutional contexts that shape consumption patterns in Southeast Asia. This study helps to improve the understanding of youth consumer behaviour in the region and provides useful insights for those developing halal cosmetic products that meet the values and needs of young Southeast Asian consumers.
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