Why do Muslims engage in adaptive worship behavior during the pandemic? The role of protection motives and religiosity
ISSN: 1759-0833
Article publication date: 26 February 2021
Issue publication date: 13 May 2021
Abstract
Purpose
This study aims to investigate whether the protection motivation theory (PMT) and religiosity can explain the intention of at-home worship adaptive behavior during the COVID-19 pandemic. This study further explores factors that may affect this adaptive behavior, namely, the intention to adapt behavior, religiosity, social influence and trust in the government.
Design/methodology/approach
Data were collected through an online survey to purposively sample the respondents, resulting in 368 responses that were valid for structural analysis using partial least squares structual equation modeling (SEM).
Findings
This study found that PMT, and not religiosity, directly predicts an individual’s intention to adapt his/her behavior to at-home worship during the pandemic. Religiosity, however, has a role in evoking a coping appraisal that leads to the intention to enact the adaptive behavior. Further, this study found that intention, social influence and trust in the government predict an individual’s adaptive behavior for at-home worship.
Practical implications
This study may guide the government to create a policy that could enhance people’s adherence to adaptive behavior during the pandemic, particularly regarding their communication strategy by focusing on the cognitive and psychological aspects. In particular, framing based on this study’s result may serve as an insight for better prevention of virus transmission through a focused communications strategy.
Originality/value
First, the utilization of PMT to explain adaptive behavior in the context of at-home worship during the pandemic was extended. Second, the research of religiosity in the context of a pandemic was advanced and how it influences adaptive behavior was investigated. Finally, the utilization of partial least squares-SEM techniques to investigate individual adaptive behavior during the COVID-19 pandemic was extended.
Keywords
Acknowledgements
Rokhima Rostiani is a recipient of the BPPDN 2019 scholarship from the Ministry of Education and Culture, Republic of Indonesia. Jein Sriana Toyib is a recipient of the Indonesia Endowment Fund for Education (LPDP) 2019 scholarship from the Minsitry of Finance, Republic of Indonesia. Siti Khoiriyah is a recipient of the doctoral scholarship provided by Universitas Sebelas Maret, Surakarta, Indonesia.
Citation
Rostiani, R., Toyib, J.S. and Khoiriyah, S. (2021), "Why do Muslims engage in adaptive worship behavior during the pandemic? The role of protection motives and religiosity", Journal of Islamic Marketing, Vol. 12 No. 3, pp. 518-542. https://doi.org/10.1108/JIMA-09-2020-0261
Publisher
:Emerald Publishing Limited
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