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Measuring religiosity among Muslim consumers: observations and recommendations

Muhammad Talha Salam (School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei Darussalam)
Nazlida Muhamad (School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei Darussalam)
Vai Shiem Leong (School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei Darussalam)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 28 November 2018

Issue publication date: 6 June 2019




Research on Muslim consumers has increasingly highlighted the significance of measuring religiosity. However, there is an apparent lack of uniformity in measuring religiosity across literature on Muslim consumer research. This paper aims to critically review the approaches used to measure religiosity in existing research on Muslim consumers.


This paper reviewed 39 studies selected from the Journal of Islamic Marketing from 2010 to 2017. Based on critical reviews of these studies on Muslim consumers, a number of observations and recommendations were made on approaches to measure religiosity.


Evident influence of religiosity on Muslim consumers was observed across the spectrum of the reviewed studies. The main issues in selecting the measures of religiosity include limited discussion on rationalizing the choice of a particular measure of religiosity and little consideration of the Islamic context.

Research limitations/implications

Based on the review, it is recommended that the process of searching, selecting and adopting a particular religiosity construct should be rationalized based on Islamic context. Adoption of Western scales should be done carefully with expert reviews. Also, researchers may consider using Islamic religiosity constructs and alternative measures such as qualitative measures of religiosity and spirituality-based constructs.


As Muslim consumer research is gaining momentum, this paper presents a critical review of the important aspect of measuring religiosity among Muslim consumers. The critical review and recommendations in this paper offer a much-needed theoretical clarity on selecting and using religiosity measures.



Salam, M.T., Muhamad, N. and Leong, V.S. (2019), "Measuring religiosity among Muslim consumers: observations and recommendations", Journal of Islamic Marketing, Vol. 10 No. 2, pp. 633-652.



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