Online purchase intention of halal cosmetics: S-O-R framework application

Purpose - The purpose of this study is to investigate the relationships among individual religiosity, shopping value, attitude and online purchase intention in the context of halal cosmetics products. Design/methodology/approach - This study used a purposive sampling method to collect data. A total of 201 Indonesian Muslim female respondents participated in this survey. Structural equation modeling is used to assess the fit of the framework. Findings - This study confirms the fitness of Stimuli-Organism-Reaction (SOR) framework in predicting the online purchasing behavior in the context of halal cosmetics products. Individual religiosity and hedonic shopping value are found to have a positive and significant effect on all types of attitudes, and attitudes were confirmed to have a positive and significant effect on online purchasing intention of halal cosmetics products. Practical implications - This study indicates that in a Muslim majority country such as Indonesia, an understanding of individual religiosity, shopping value and attitude provide relevant insight and scope for marketers to provide techniques to reduce dissonance of non-availability of halal cosmetics brand, especially in the online shopping environment. Originality/value - This study extends the applicability of SOR framework in which it integrates the role of religiosity, shopping value and attitude in predicting online shopping behavior of halal cosmetics products.