The relationship between religiosity and new product adoption

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.

Citation

Rehman, A. and Shahbaz Shabbir, M. (2010), "The relationship between religiosity and new product adoption", Journal of Islamic Marketing, Vol. 1 No. 1, pp. 63-69. https://doi.org/10.1108/17590831011026231