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The global increase in Muslim populations and\udpurchasing power has created a new demand\udfor halal cosmetic product development.While\udthe introduction of new product may facilitate\udcompanies in gaining competitive advantage,\udthe failure rates of product innovation is also\udhigh. Owing to such interests, this paper aims\udto determine factors that motivate young adult\udMuslim consumers in the emerging market\udto adopt halal cosmetics. This study expands\udprior research by integrating Diffusion of\udInnovation theory and religiosity dimension\udto explain the antecedents of halal cosmetics\udadoption among young Muslim consumers.\udData were collected from 238 young Muslim\udconsumers using questionnaires distributed at a\udnumber of supermarkets in Kuala Lumpur. The\udconceptual model and hypotheses developed\udwere tested using partial leased square.Our\udresults demonstrate that perceived product\udcharacteristics, social influence and consumer\udinnovativeness influence young Muslim\udconsumers to adopt halal cosmetics products.\udThis study also report religiosity as moderator\udbetween these three predictors and halal\udcosmetic adoption

Halal Cosmetics Adoption Among Young Muslim Consumers in Malaysia: Religiosity Concern