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By applying the theory of consumption value as a conceptual framework, this study aims to investigate the impact of consumption values, namely, functional value (FV), conditional value (CV), social value (SV), emotional value (EV) and epistemic value (EPV) on attitude and repurchase intention in the Halal cosmetics context.

Considering the increasing transmission cases of the new variant of COVID-19, online questionnaires were distributed to 233 Muslim consumers in Indonesia to collect data. The hypotheses were then validated using partial least square-structural equation modeling.

The results showed that FV, CV, SV, EV and EPV positively affect consumer attitudes toward Halal cosmetics. The attitude toward Halal cosmetics also positively affects Halal cosmetics repurchase intention.

Two limitations are recognized for future studies, including the generalizability in consumer generation and the obscurity of what predictors determine consumer consumption values.

Halal cosmetics marketers must ensure that the positioning strategy and the value proposition contain elements of consumption values (functional, conditional, social, emotional and epistemic). In addition, an appropriate marketing communication strategy needs to be developed to strengthen consumer awareness and increase consumer knowledge regarding the values offered related to Halal cosmetics.

To the best of the authors’ knowledge, this study is the first attempt to comprehensively address the theory of consumption values by considering all consumption values to understand consumer repurchase intentions in the context of Halal cosmetics.