The influence of knowledge, innovation compatibility and social
influence on adoption of Halal cosmetics: An empirical evidence from Pakistan

Authors: Nadia Sohail, Ahasanul Haque, Amirah Binti Ahmad Suki

Received: 15 February 2022 / Accepted: 25 March 2022 / Published online: 30 July 2022


The interest in halal cosmetics has acquired significant force in the new-fashioned era. The decisive moments focused on increasing demand are expanding the Muslim populace and consumers’ interest in uncontaminated, hygienic, and pure applications to human body cosmetics. In spite of that, the halal cosmetics industry is incapable of satisfying consumers’ needs due to several factors. This can be a reason that halal cosmetics are not fully diffused among Pakistani consumers. This study intends to examine the adoption of halal cosmetics in Pakistan and the factors that influence its adoption. The data was collected from 375 cosmetic Muslim consumers through a self-administrated questionnaire. The prepared survey questionnaire was based on Rogers’ Diffusion of Innovation theory (DOI). Partial least squares analysis was used to analyze the collected data. The findings demonstrate that knowledge, social influence, and innovation compatibility have a significant positive influence on the adoption of halal cosmetics. Furthermore, this study offers various practical and theoretical implications for manufacturers, producers, and consumers. The current study is on-mark to provide a potential contribution to the body of knowledge and the successful application of DOI to create a reason to analyze the adoption of halal cosmetics in Pakistan.

Keywords: Halal Cosmetics, Innovation Compatibility, Social Influence, Adoption of Halal Cosmetics, Pakistan