Research Trends and Opportunities of Halal Cosmetic: A Systematic Literature Review

Abstract

Evidence showed that Muslim and non-Muslim people nowadays look for halal cosmetics and personal care products due to their safety, high quality, hygienic preparation procedures, and integrity maintenance throughout the production stage. The objective of this study is to review halal cosmetic articles from the year 2010 to 2020. The PRISMA Statement (Preferred Reporting Items for Systematic reviews and Meta-Analyses) review method was utilized to classify the articles in which thirty-four articles related to the study were identified. The findings showed that numerous articles were found in the Scopus database with the highest publication being conducted in Malaysia while Theory of Planned Behavior (TPB) was the most common theory discussed in halal cosmetics articles, and the most common study design was quantitative type of approach. Five main themes were generated which included purchase intention on halal cosmetics, halal cosmetics adoption, awareness on halal cosmetics, knowledge and religiosity, and halal cosmetics concept. Journal of Islamic Marketing is a popular journal publishing articles on halal cosmetics. The originality of this research is that the identified research themes were unnoticed by previous studies. Few recommendations and research directions are highlighted to enhance halal cosmetics research scope in the future.