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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.
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“The decision of customers to accept or discard particular goods or services is related to their religious beliefs [41-43].”
From The Impact of Religiosity and Food Consumption Culture on Food Waste Intention in Saudi Arabia (2021) · cites this paper as [43]
Citations
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References 17 · Cited by 344
Research works printed but not linked: 14
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- Yun, Z., Verma, S., Pysarchik, D.T., Yu, J. and Chowdhury, S. (2008), “Cultural influences on new product adoption of affluent consumers in India”, The International Review of Retail, Distribution & Consumer Research, Vol. 18 No. 2, pp. 203‐20. · DOI
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Metadata
- Authors
- Rehman, A., & Shahbaz Shabbir, M.
- Affiliations
- International Islamic University, Islamabad (PK)
- Venue
- Journal of Islamic Marketing
- Publisher
- Emerald
- Published
- 2010-03-26
- Volume
- 1
- Issue
- 1
- Pages
- 63-69
- ISSN
- 1759-0833 (ISSN-L)
- OpenAlex
- W2086405192
- Cited by
- 344
- References
- 17
- Citations by year
- 2026: 11 · 2025: 7 · 2024: 18 · 2023: 37 · 2022: 27 · 2021: 35 · 2020: 45 · 2019: 38 · 2018: 29 · 2017: 20 · 2016: 18 · 2015: 21 · 2014: 16 · 2013: 9 · 2012: 8
- FWCI
- 22.81
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Islamic marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Halal products and consumer behavior
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Accounting › Islamic Finance and Banking Studies
- Keywords
- religiosity, new product adoption, Muslim consumers, consumer behavior, Islamic marketing, religious beliefs, university students, Pakistan
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- Rehman, A., & Shahbaz Shabbir, M. (2010). The relationship between religiosity and new product adoption. Journal of Islamic Marketing. https://doi.org/10.1108/17590831011026231
