The relationship between religiosity and new product adoption

Ateeq-ur-Rehman, Muhammad Shahbaz Shabbir

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish (US)
Pages (from-to)63-69
Number of pages7
JournalJournal of Islamic Marketing
Volume1
Issue number1
DOIs
StatePublished - Mar 2010
Externally publishedYes

Keywords

  • Consumer behaviour
  • Islam
  • New products
  • Pakistan
  • Religion

ASJC Scopus subject areas

  • Marketing

Fingerprint

Dive into the research topics of 'The relationship between religiosity and new product adoption'. Together they form a unique fingerprint.

Cite this