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The purpose of this study is to describe cosmetics purchase behavior of young, educated Muslim females in Malaysia and to explore its relationship with certain potential antecedents.

This study uses a survey on a sample of female consumers from four higher education institutions in the urban area of Bangi Selangor, Malaysia. From their respective institutions, 150 respondents were selected through the purposive sampling method. Self-administered questionnaire has been used to gather information from the respondents. The survey data were analyzed using descriptive, t-test and correlation analyses to accomplish the study objectives.

The study indicates that millennial Muslim cosmetic purchase behavior falls under the “Limited Decision Making” classification. The classification is due to the pattern of pro-active behaviors exhibit through the information search for details about ingredients, halal clue, countries of origin, health safety guarantee and the benefits of the cosmetic products. Young, educated female consumers adore branded cosmetic items and show willingness to accept higher prices for the branded items. Despite brand consciousness, they demonstrate a relatively high concern on the halalness of the product. Based on the correlation analysis, all variables were found to be significant and the most significant of them was brand.

Millennial consumers are information technology savvy and have access to vast information about products. As a result, the findings reiterate that millennial consumers demonstrate different purchase behavior, which is worth exploring by future researchers. In addition, other latent antecedents such as religiosity and world view are worth including in future studies.

Cosmetic manufacturers and marketers must ensure that their products signal positive images to fit the expectations of young and educated Muslim consumers. Although brand conscious, such consumers demonstrate prudent behavior in terms of searching for halalan and toyyiban products.

This study adds value in the area of halal product marketing because of two unique focuses. First, it examines the purchase of cosmetic products, which are relatively understudied compared to halal food. Second, it considers the perspectives of educated Muslim millennials, who are expected to demonstrate more specific purchase behaviors than a generalized millennial group. Therefore, the originality of this study revolves around the consideration of these two aspects, which are relevant to contemporary business marketing discussions.

This paper aims to contribute significantly to the empirical investigations on adopting Industry 4.0–circular economy in the Malaysian palm oil industry. The paper also aims to theorise and empirically assess a comprehensive model incorporating three aspects and 51 criteria.

A two-stage methodology is proposed using the fuzzy Delphi method and the fuzzy-based analytical network process. Twenty-seven criteria on adoptability of industry 4.0–circular economy were selected for the first-stage methodology, followed by identifying each criteria's intersection with the overall objectives.

The findings indicate that financial constraints, the lack of a collaborative I4.0–CE model, laws and policy, low management support and the training of dedicated employers in I4.0–CE-application are the top five criteria requiring critical attention from the POI.

The overall sustainability advantages of the POI are identified and discussed in depth to establish criteria for industry 4.0–circular economy applications.

This study fills the previous research gap by theoretically explaining POI's industry 4.0 adoption–circular economy from the perspective of two underpinning theories. Due to the pressure towards sustainability, the industry must be ready to adopt industry 4.0–circular economy applications, and resources must be managed appropriately and effectively by sharing and integrating. Advanced industry 4.0 technologies and pragmatic practices such as a circular economy are needed to achieve optimal sustainable development while retaining commercial success.