In the age of hyper-capitalism, globalization has allowed the rise of the halal product industry and its consciousness worldwide. Over a period of time, the preference of a majority of Muslim consumers for non-alcoholic or halal perfumes has increased providing a substantially growing segment of consumers in the market for companies to target. Despite this emerging trend, little research has been done to understand personal depositional factors such as the role of religiosity on consumer preferences in the perfumes industry. The present study investigates the relation between ethical self-identity (ESI) and purchase intention (PI) of consumers by analyzing the mediating role of attitude (ATT). Moreover, the moderating role of religiosity between ethical self-identity and purchase intention in the context of nonalcoholic perfumes was studied. Data was collected in 4 time lags from 220 consumers in Pakistan by using purposive sampling. The findings suggest that ethical self-identity influences the purchase intention of consumers if attitude toward non-alcoholic perfumes is positive and moderated by religiosity. Theoretical and practical implications of the study are also discussed.