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Halal certification of marketing mix focusing on cosmetics

Mohammad Mominul Islam, Mohamed Syazwan Ab Talib, Nazlida Muhamad

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 26 November 2024

259

Abstract

Purpose

Halal certification is predominantly linked with the product and its production process. However, certifying price, place and promotion (3Ps) has not received enough attention theoretically and empirically. Against this backdrop, this study aims to unravel the halal certification of the marketing mix in Bangladesh’s cosmetics industry.

Design/methodology/approach

Fourteen mid and top executives from 12 national, international and multinational cosmetic companies were interviewed from November 2023 to January 2024. The data were analyzed using ATLAS.ti 2024 to showcase content, concept, sentiment, correlation, network and thematic analysis, exploring respondents’ perceptions aligned with Islamic principles.

Findings

The respondents held highly negative perceptions about certifying halal pricing, followed by promotion and supply chain or place. The mixed perceptions illustrate that certifying the halal product is easier than certifying the halal price, promotion and place (3Ps). Conditional and positive perceptions can foster halal certification of the entire marketing mix, while negative perceptions seem to be a threat to the halal cosmetics industry.

Practical implications

The findings have implications for academic, managerial and policymaking issues, benefiting halal cosmetics consumers. Based on this empirical study, halal stakeholders can determine the likelihood of certifying the entire marketing mix.

Originality/value

This study proposes certifying the halal status of the marketing mix against the backdrop of the scarcity of theoretical and practical premises.

Keywords

Acknowledgements

The author takes pleasure in conveying his gratitude to the interviewees of the cosmetics companies in Bangladesh for their time, patience, and efforts and acknowledges their contribution to this research. Notably, the state halal certifier of Bangladesh, Bangladesh Standards and Testing Institute (BSTI) is highly worthy to be appreciated for the help in connecting the lead author with the top executives of the company.

Citation

Islam, M.M., Ab Talib, M.S. and Muhamad, N. (2024), "Halal certification of marketing mix focusing on cosmetics", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-02-2024-0094

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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