Ibeabuchi, Chukwuebuka; Ehido, Amauche; Fawehinmi, Olawole - In: Journal of Islamic Marketing 15 (2024) 12, pp. 3778-3803
Purpose There is paucity of research on the significant criteria that non-Muslims consider when purchasing halal cosmetics. Consequently, this paper aims to apply the theory of planned behaviour (TPB) and the health belief model (HBM) to investigate the effects of subjective norms (SN),...