Determinants of sustainable purchase decisions: Environmental awareness, halal considerations, and consumer behaviour in an emerging economy

Abstract

This research explores various factors that affect decision-making regarding sustainable purchases of environmentally conscious and halal-certified personal care products in Indonesia, specifically focusing on cosmetics, skin and body care products. The study aims to comprehend the cognitive, normative, and behavioral factors that influence purchasing intention and actual purchasing behavior. The variables included in this study were environmental and halal awareness, which also incorporated the Theory of Planned Behavior (TPB), such as attitudes, subjective standards, and perceived behavioral control. A cross-sectional study was used to collect data from 369 respondents from eight different cities in Indonesia. The data was analyzed using PLS-SEM (Partial Least Squares Structural Equation Modelling) to determine the variable’s direct and indirect impacts. The results demonstrate that both environmental and halal awareness are cognitive factors that substantially affect purchasing intention, which in turn has a moderate direct effect on purchase behavior. The moral, social, and Islamic religious framework are areas that need to be further researched to fully understand the potential impact of their role on purchase behaviour. Conducting the study in a Muslim-majority country contextualizes the significance of variables and emphasizes the importance of integrating religious and cultural factors to address sustainable consumer behavior, as well as providing a foundation for future research. These aspects offer a more precise evaluation of the field of study and yield insights into the policy alternatives and marketing tactics to be executed within this framework.