The Impact of Economic, Social, and Health Values on Attitudes Toward Green Products and Halal Cosmetics: Media and Government Moderation
DOI:
https://doi.org/10.33102/jfatwa.vol31no1.723Keywords:
Halal Cosmetics, Media Moderation, Economic and Social Values, Green Products, Government RoleAbstract
The rising consumer awareness of halal cosmetic products highlights the need for in-depth study on economic, social, health, and religiosity factors influencing the purchasing behavior of these products, especially with media exposure and government roles as moderating variables, which are rarely explored. This study emphasizes originality by integrating economic, social, health, and religiosity values and novelty in using media exposure and government roles as moderating variables in halal product studies. This quantitative research applies the Theory of Planned Behavior through an online survey and Structural Equation Model-Partial Least Square analysis on 271 respondents in Indonesia. Results indicate that economic, social, and religiosity values significantly affect attitudes towards purchasing green and halal cosmetic products, while health value has no significant influence. Media exposure enhances the influence of economic and social values, while government roles strengthen the influence of social and health values on purchase attitudes. The study concludes that positive attitudes are proven to enhance purchase behavior, providing implications for marketing strategies and policies to support environmentally friendly and halal products.
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