The effect of Sharia green marketing and environmental awareness in fostering buying interest of Halal beauty product

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Quantitative analysis reveals the strong influence of sharia green marketing and environmental attitudes on purchase intention in Muslim consumers.

Sharia green marketing significantly drives purchase intention, serving as both a direct and indirect influence through environmental attitudes.
Environmental knowledge boosts environmental attitudes but does not have a direct impact on purchase intention, reflecting its role as a mediator.
Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data from 260, focusing on path coefficients and mediation effects.
The findings support the need for marketers to engage consumers emotionally and ethically, shaping sustainable consumer behavior in Muslim-majority markets.

Marzuki et al. (2025) studied this question.

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Quantitative analysis reveals the strong influence of sharia green marketing and environmental attitudes on purchase intention in Muslim consumers.