Bridging the Gap between Intention and Behavior in E-Commerce: Pilot Study of the Halal Cosmetics Consumption

This pilot study bridges the intention-behavior gap in halal cosmetics consumption by scrutinizing the intricate roles of trust and distrust within the theory of planned behavior and trust frameworks. The research focuses on understanding how heightened awareness of halal products and nuanced perceptions of trust and distrust influence consumers' purchasing intentions and subsequent behaviors. This study assessed the psychometric properties of the measurement, which was administered to a random sample of 50 habitual cosmetic users. The survey instrument, including constructs such as halal awareness of brand manufacturing activities, demonstrates significant reliability, indicating its potential for broader application in future research. Preliminary findings suggest that trust in halal certifications and brand ethicality positively correlate with purchase intentions, while distrust, driven by a lack of transparency or perceived ethical incongruence, serves as a barrier to purchase completion. The study's implications highlight the need for halal cosmetic brands to foster trust through clear communication and verifiable halal practices to minimize the intention-behavior gap. These insights contribute to the academic discourse on consumer behavior in digital marketplaces and offer actionable strategies for marketers to navigate the evolving landscape of religiously compliant consumerism in various cultural contexts.