Theory Of Planned Behaviour And Al-Ghazali’s Concept Of Intention In Determining Muslim Purchasing Intention Towards Halal Cosmetic And Personal Care Products

Abstract

Islam emphasizes Muslim to purchase and consume on halal products since every Muslim action will be turnout as ibadah. In determining consumer behaviour in purchase of products available in the worldwide market, previous researcher frequently implement the Theory of Planned Behaviour (TPB) which introduced by Western experts and being widely used in Islamic and Western research studies. The TPB consists of three elements namely attitude, subjective norm, and perceived behavior control. However, the TPB does not included on Islamic elements on the theory, thus it will not discuss on the important elements in consuming from the Islamic view, which is the intention of consumer in purchasing on products. In consumerism, although Western scholars also emphasize on intention, however, compared to Islamic point of view, the intention is the elements, which concern on ukhrawi matter. Al–Ghazali is one of the most influential Islamic scholars who discussing on the intention in Muslim daily activity. The indicator of consumer behaviour based on al-Ghazali concept of intention is the individual will, which is influenced by knowledge and ability. This study used qualitative method using content analysis methods. This study found that, the insight different on TPB and al-Ghazali concept of intention are still reliable to be used as a tool to measure on the Muslim consumer behaviour. It is important as a Muslim to set the right intentions in consumer activities so that the actions performed are valuable in the dunya and hereafter (akhirat).