Understanding the purchasing behaviors of halal cosmetics of teenagers in Indonesia using the theory of planned behavior and theory of consumption value

Introduction: Public awareness of halal lifestyles is increasing. This understanding concerns food and beverage other aspects such as tourism, household needs cosmetics. Indonesia the country with largest Muslim population in world. However, general public, especially teenagers, does not understand concept cosmetics, which currently prefers cosmetic products whose identity yet clear. The willingness intention to use cosmetics remain low. research aims determine factors affecting Indonesian students. Methods: study design was a descriptive cross-sectional approach. combined Theory Planned Behavior Consumption Value (TCV) identify employed structured online survey, 934 students aged 17 30 years old. analysis process used Partial Least Square-Structural Equation Modelling (PLS-SEM). Results: results showed that three 11 hypotheses were proved. There significant relationship between intention, conditional value, epistemic emotional an R square value 0.762. Conclusion: Four affect 76.2%, while outside model cause additional 23.8%.