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The relationship between religiosity and new product adoption

The relationship between religiosity and new product adoption 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

The relationship between religiosity and new product adoption

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1759-0833
DOI
10.1108/17590831011026231
Publisher site
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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.

Journal

Journal of Islamic Marketing – Emerald Publishing

Published: Mar 26, 2010

Keywords: Religion; New products; Consumer behaviour; Islam; Pakistan

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