The positive side of TCVtheory is that it can identify the main value-adding elements in cosmetics productchoice or primary drivers/motivators for choosing a Halal cosmetics product. This view is supported by Yeonsoo et al. (2002), who assert that TCVtheory enables deeper explanations because it examines underlying reasons in the consumer decision-making process. This enables them to develop practical strategies that address real market conditions (Gimpel, 2011). On the other hand, TCV’s main limitation is due to the fact that it applies only in cases of individual, voluntary and rational or systematic decision situations (Sheth et al., 1991); therefore, it cannot be used to predict the behaviour of two or more individuals,thus restricted to individual end-user/consumer acceptance contexts.