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Is religiosity an important determinant on Muslim consumer behaviour in Malaysia?

Syed Shah Alam (Faculty of Economics and Business, Universiti Kebangsaan Malaysia, Bangi, Malaysia)
Rohani Mohd (Faculty of Business Management, Universiti Teknologi MARA, Shah Alam, Malaysia)
Badrul Hisham (Faculty of Business Management, Universiti Teknologi MARA, Shah Alam, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 29 March 2011

8114

Abstract

Purpose

The purpose of this paper is to examine the effect of religiosity on Muslim consumer behaviour and on purchasing decision.

Design/methodology/approach

Survey comprised a sample of 232 Muslims from the middle‐ and upper‐income groups who work in Shah Alam and Bangi in the Selangor state of Malaysia.

Findings

The findings indicate that religious Muslims in Shah Alam and Bangi area consider Islam as their source of reference and they spend moderately, as commanded by Allah in the Quran. This study confirms that religiosity acts as a full mediating role in the relationship between relative and contextual variables, and purchase behaviour of Muslim consumers.

Originality/value

The paper's interesting findings serve to remind entrepreneurs that they cannot neglect the element of religion in their marketing activities, particularly in the development of products.

Keywords

Citation

Shah Alam, S., Mohd, R. and Hisham, B. (2011), "Is religiosity an important determinant on Muslim consumer behaviour in Malaysia?", Journal of Islamic Marketing, Vol. 2 No. 1, pp. 83-96. https://doi.org/10.1108/17590831111115268

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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