Consumer Moral Values and Purchase Decisions on Halal Cosmetics: The Influence of Religiosity and Cruelty-Free Values among Generation Z in Indonesia

Abstract

The growing religious and ethical awareness among Generation Z has become one of the main factors driving the growth of halal cosmetic consumption in Indonesia. This phenomenon is reflected in the increasing registration of cosmetic products, with a total of 124,368 distribution permits issued by the National Agency of Drug and Food Control (BPOM, 2024). This study aims to analyze the influence of religiosity and cruelty-free values on the purchasing decisions of halal cosmetics among Generation Z in Indonesia. Using a quantitative approach, the study applies Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0 software. A total of 113 Generation Z respondents were selected using purposive sampling based on their experience in purchasing halal cosmetics. The results indicate that both independent variables have a positive and significant effect on purchasing decisions, with religiosity (β = 0.527; p < 0.001) showing a stronger influence than cruelty-free values (β = 0.278; p < 0.01). The coefficient of determination (R² = 0.742) suggests that religiosity and cruelty-free values jointly explain 74.2% of the variation in purchasing decisions. The findings highlight that Generation Z considers not only functional benefits but also moral and spiritual values when purchasing halal cosmetics. Theoretically, this study extends the Theory of Planned Behavior (Ajzen, 1991) by integrating religious and ethical values into consumer behavior, while practically offering insights for halal cosmetic industries to strengthen consumer trust and loyalty through value- based marketing strategies.