The relationship between religiosity and new product adoption

Ateeq‐ur‐ Rehman · Malik Shahzad Shabbir

344 citations0/0 files storedJournal of Islamic marketing

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Halal products and consumer behavior Islamic Finance and Banking Studies Consumer Behavior and Marketing Influence

Abstract

Purpose This paper aims to investigate the relationship between religiosity and new product adoption (NPA) among Muslim consumers. Design/methodology/approach A total of 300 questionnaires were distributed to university students. Religiosity represented the independent variable and was measured using five dimensions: ideological, ritualistic, intellectual, consequential and experimental dimensions. NPA represented the dependent variable. Findings Religiosity affects NPA among Muslim consumers; their beliefs influence how and what products they adopt. Originality/value This is the first paper to investigate the relationship between religiosity and NPA, not only in Pakistan but also in the entire Islamic market. Moreover, this is a relatively new issue that remains largely undiscovered by researchers worldwide. This paper will help to emphasize its importance and implications to business decisions.

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References

1962ON THE STUDY OF RELIGIOUS COMMITMENT 2004The influence of religion on attitudes towards the advertising of controversial products 2007Determinants of halal meat consumption in France 2006Consumer innovativeness and perceived risk: implications for high technology product adoption 2003Marketing in a multicultural world 2005Religiosity and the construction of a cultural‐consumption identity 2008Consumption attitudes and adoption of new consumer products: a contingency approach 1991Consumption Situation and Product Knowledge in the Adoption of a New Product

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