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Despite the high research interest regarding Halal products, most studies on Halal products focused on food and cosmetics. This study aims to examine the factors that affect the attitude and purchase intention of non-food Halal products in a limited context of detergent products. This study is derived from the theory of reasoned action. It incorporates knowledge, religiosity and perceived usefulness of Halal label as antecedents of attitude.

This study applied a self-administered online questionnaire. Data were collected through an online survey with a non-probability sampling technique (convenience sampling). The study retained a total of 264 valid responses. The respondents mainly consisted of Muslim consumers from the 18–24 age group (62.5%), followed by the 25–31 age group (29.2%). Data were analyzed using partial least square structural equation modeling.

The results indicate that attitude toward Halal-labeled detergent is affected by the perceived usefulness of the Halal label, and knowledge of Halal. Consequently, attitude toward Halal-labeled detergent positively affects intention to buy Halal-labeled detergent. This study also suggests that religiosity has a positive effect on the perceived usefulness of the Halal label and purchase intention of Halal detergent.

This study is among the few studies that discuss the antecedents and consequences of attitude toward Halal products in the context of detergent, a non-food Halal product category besides cosmetics. Muslim consumer responses toward Halal label were mostly researched in food and cosmetics contexts, while in some countries such as Indonesia, Halal labeling on all products has recently become mandated by legislation. Hence, this study provides some insights regarding Muslim consumer’s attitudes toward Halal-labeled products besides food and cosmetics.