Conceptual Model For Explaining Muslim Women Purchasing Behavior Of Cosmeceutical Products: Does Religiosity Matter?

This paper proposes a model to investigating Muslim purchase behavior of cosmeceuticals based on the extensive literature review. We first stress that lack of knowledge on consumer behavior toward cosmeceutical among Muslim. We review the nature and risk of cosmeceutical and argued the past studies are inconsistent. We next review the religious influence on consumer behavior and mention that the literature reports religiosity has more explanatory power than religious affiliation. It is also argued that religiosity causes conservative bias to the consumers. Then we discuss concept of beauty varies across culture yet there may be some global elements of beauty. We then propose the testable model based on the review, with focus on their perceived importance among other. If dressing practice and religiosity together moderate cosmeceutical purchase behavior, we propose marketers should develop more modesty oriented strategy.