Islamic Lifestyle Orientation and Continuous Purchase Intention toward Halal Cosmetics: The Mediating Role of Perceived Value among Generation Z Consumers

The halal cosmetics industry has experienced remarkable growth, yet consumer behaviour research remains predominantly focused on initial or one-time purchase decisions. This study addresses that gap by examining how Islamic Lifestyle Orientation (ILO) shapes Continuous Purchase Intention among Generation Z consumers, with Perceived Value as the mediating mechanism based on the Stimulus–Organism–Response framework. Using a quantitative mall-intercept survey of 390 Generation Z halal cosmetic users across four Indonesian cities, the proposed model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM) with Hierarchical Component Model. Results reveal that Islamic Lifestyle Orientation significantly and positively influences both perceived value and continuous purchase intention. Perceived value, in turn, positively predicts continuous purchase intention and partially mediates the relationship between Islamic Lifestyle Orientation and continuous purchase intention. These findings suggest that consumers who deeply integrate Islamic principles into their daily lives perceive greater value in halal cosmetic products, which sustains their long-term purchasing commitment. The study contributes to halal consumption literature by extending the understanding of Islamic values from abstract religiosity toward behaviourally grounded lifestyle orientation. Practically, the findings guide marketers to align brand communication, product positioning, and value propositions with lifestyle-oriented Islamic values to cultivate long-term customer loyalty among Generation Z.

Islamic Lifestyle Orientation, perceived value, continuous purchase intention, halal cosmetics, Gen Z

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