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Background: This paper further extends the purchase intention study on halal personal care product by applying the decomposed theory of planned behavior (DTPB), thus, providing significant contribution to the body of knowledge and literatures on halal non-food study. Objective: The main objective of the paper is to investigate the effect of friends’ influence, family members’ influence and subjective norm in influencing individual’s intention to purchase halal personal care products. Methodology: Data were collected from 405 Muslim respondents in Klang Valley, Malaysia, using a combination of purposive and quota sampling approach. The data were later analyzed using the Statistical Package for Social Sciences (SPSS) and Partial Least Square – Structural Equation Modeling (PLS SEM) Results: The results revealed that friends’ influence and family members’ influence were significant determinant of subjective norm. In addition, it was found that subjective norm had a significant positive influence on one’s intention to purchase halal personal care products. Conclusion: By examining friends’ influence, family members’ influence, and subjective norm, the study validated the importance of these three constructs in affecting one’s behavioral intention towards halal personal care products. In addition, this study would be useful for marketers, manufacturers, and product managers as the findings would help them formulate and pursue relevant marketing strategies for their companies’ promotional activities.

international journal of academic research in business and social sciences

The Importance of Friends’ and Family Members’ Influence and Subjective Norm in Propelling Individual’s Intention to Purchase Halal Personal Care Products