Toward Sustainable Consumption: Drivers of Halal Cosmetic Purchasing in the Indonesian Market

Entrepreneurship Department, Bina Nusantara University, Bandung 40181, Indonesia

^* Corresponding Author: margareth.setiawan@binus.ac.id

Abstract

The increasing demand for halal cosmetics in Indonesia presents a unique opportunity to align religious values with sustainable consumption. However, limited research has explored how product quality, halal certification, and influencer marketing simultaneously influence consumer decisions in this growing market. This study addresses the gap by examining key drivers of halal cosmetic purchasing behavior and their link to environmentally responsible consumption. Using a quantitative approach, data were collected from 194 Indonesian respondents via an online survey and analyzed using SmartPLS software. The findings reveal that all three factors—product quality, halal labels, and influencer marketing— significantly affect consumer purchase decisions, with influencer marketing showing the strongest impact. The study highlights that halal-certified products, often manufactured under ethical and eco-friendly guidelines, contribute to more sustainable consumer behavior. These insights suggest that promoting halal cosmetics not only fulfills religious obligations but also supports environmental goals. The results offer practical guidance for businesses and policymakers to integrate sustainability into halal product branding and marketing strategies.