Main Article Content

Salwani Arbak
Rabiul Islam
Harun Al Rasyid


Customer Offense, Ethic Violation, Purchase Intention, Islamic Advertising


Purpose of the study: This paper examines the relation between Muslim women customer offense due to Islamic advertising ethics violation and purchase intention of halal cosmetic products in Malaysia.

Methodology: The relation between Muslim women customer offense due to Islamic advertising ethics violation of halal cosmetic products and purchase intention in Malaysia was examined through a survey that included 110 Muslim women respondents in Malaysia, who used cosmetics. The items used for the operationalization of variables were based on the advertising ethics provided by Quran and Sunnah. Based on the correlation results, this study reveals that Islamic advertising ethic violation (honesty, racism, sexism, intention, and language) has correlation with purchase intention. A multiple regression analysis highlighted that racism, sexism, intention, and language have negative and significant influence on purchase intention.

Results: Only one variable was found that was not a significant influence on the purchase intention of halal cosmetic products in Malaysia. Sexism plays the most critical role in influencing consumers’ intention that makes them avoid buying halal cosmetic products. Furthermore, customer offense is created due to the violation of ethics and has a negative impact on purchase intention of halal cosmetic products.

Implications: The current study confirms that irrespective of their religion as Muslims, women’s perspective find those advertisements offensive and unethical. The ethics provided by Islam are universal in nature.


Download data is not yet available.


Metrics Loading ...
Abstract 65 | PDF Downloads 57 XML Downloads 0


Al-Nasser, M., Yusoff, R. Z., Islam, R. & ALNasser, A. (2014). Effects of Consumers’ Trust and Attitude toward Online Shopping. American Journal of Economics and Business Administration, 6(2): 58-71.
Andersson, H., & Schytt, E. (2017). Sexism in Advertising: A Qualitative Study of the Influence on Consumer Attitudes Towards Companies. 106p. Jonkoping University Press.
Assael, H. (2004). Consumer behavior: A strategic approach. Boston: Houghton Mifflin Company. 631p. Boston, Mass: Houghton Mifflin Company.
Belch, G. E., & Belch, M. A. (2007). Advertising and Promotion: An Integrated Marketing Communications Perspective, (7 Th. New York: NY: McGraw-Hill). 789p. Emerald Group Publishing Limited.
Belch, G. E., & Belch, M. A. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective,(9 Th. New York: NY: McGraw-Hill. 820p. Boston, Mass. : Irwin/McGraw-Hill.
Brierley, S. (2005). The advertising handbook. Routledge. 265p. University of London.
Department of Statistics Malaysia, (2016). Current Population Estimates, Malaysia, 2014 – 2016. Retrieved from: accessed on 16 April 2017.
Ghani, E., & Ahmad, B. (2015). Islamic advertising ethics violation and purchase intention. International Journal of Islamic Marketing and Branding, 1(2), 173-198.
Islam, M. E., & Alam, M. Z. (2013). Advertising: An Islamic Perspective. International Journal of Ethics in Social Sciences, 1(1), 105-116.
Islam, R., Chowdhury,M. S., Sarker, M. S., Ahmed, S. (2014). Measuring Customer’s Satisfaction on Bus Transportation. American Journal of Economics and Business Administration, 6(1): 34-41. ISSN: 1945-5488.
Kaur, H., & Hundal, B. S. (2017). Impact of advertising strategies on the cognitive and behavioral component of attitude of women consumers. Journal of Asia Business Studies, 11(4), 413-433.
Khalid, K., Abdullah, H. H., & Kumar M, D. (2012). Get along with quantitative research process. International Journal of Research in Management. 2(2): 15-29.
Kosarizadeh, H. (2015). Studying The Effect Of Social Media On Consumer Purchase Intention (Case Study: Leather Products), Iran. Journal Of Applied Environmental And Biological Sciences. 2(3): 171-181.
Kotler, Philip, (2005). Manajemen Pemasaran: Analisa Perencanaan dan Pengendalian, Jakarta : Erlangga. Jilid 1 Dan 2. Jakarta : PT Indeks.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2015). Advertising: Principles and practice. Pearson Australia. 546p. Pearson Publications.
Naseri, A., & Tamam, E. (2012). Impact of Islamic religious symbol in producing favorable attitude toward advertisement. Revista de Administratie Publica si Politici Sociale, 8. 61-77.
Putra, M. I., Ratnasari, R. T., & Ari Prasetyo, S. E. (2017). Religiosity Effect Analysis Of Consumer Behavior and Consumer Intention On Online Shopping: East Java Community Case Study. Religiosity effect analysis of consumer behavior and consumer intention on online shopping: East Java community case study, 8(4), 103-110.
Rahi, S. (2017). Research design and methods: A systematic review of research paradigms, sampling issues and instruments development. International Journal of Economics & Management Sciences, 6(2), 1-5.
Saabar, S. S., & Ibrahim, S. B. (2014). The Knowledge of Halal and Advertising Influence on Young Muslims Awareness. International Proceedings of Economics Development and Research, 73, 36.
Schiffman, L. G. (2009). Leslie Lazar kanuk. 2004. Consumer Behavior. 600p. Prentice Hall; 10 edition.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior 8th ed. Upper Saddle. 21p. Science and Education: An Open Access and Academic Publisher.
Sekaran, U., & Bougie, R. (2016). Research methods for business: a skill-building approach (7th ed.). 548p. Haddington: John Wiley & Sons.
Shafiq, A., Haque, A., Abdullah, K., & Jan, M. T. (2017). Beliefs about Islamic advertising: an exploratory study in Malaysia. Journal of Islamic Marketing, 8(3), 409-429.
Srivastava, R. K. (2010). Effectiveness of global advertisement on culture of India: an emerging market. International Journal of Emerging Markets, 5(1), 102-113.
Umar, H., (2011). Metode Penelitian Untuk Skripsi dan Tesis Bisnis. Edisi ketiga. Jakarta: Rajawali Pers. 402p. RajaGrafindo Persada Publications.
Wells, W. D., Burnett, J., & Moriarty, S. (2003). Advertising. Saddle River. 6th edition. 599p. N.J Prentice Hall.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2010). Business research methods (8th ed.). 533p. Mason, HO: Cengage Learning.