Muslim Consumer Behavior Research Articles

Muslim Consumer Behavior and Purchase

<p dir="ltr"><span>This study aims to analyze the factors that influence the behavior of Muslim consumers in West Java in purchasing decisions of halal cosmetic products, which include factors of attitude, subjective norms, perceived behavioral control, religiosity, knowledge, and halal labeling. This study used descriptive and verification methods with a quantitative approach. The sample used in this study were 412 Muslim women with an age range of 15-64 years which were taken by purposive sampling technique. Data were collected through questionnaires and analyzed using the Partial Least Square-Structural Equation Model (PLS-SEM) method. The results of this research showed that attitude, subjective norm, religiosity, knowledge, and halal labeling have positive and significant impacts on purchasing decisions, while the perceptions of behavior control have no significant impacts on purchasing decisions. This finding showed that the purchase decision of halal cosmetic products of Muslim consumers can be influenced by several factors, and halal labeling has a greater influence. This study also reveals that some Muslim consumers do not know the halal label of a product. This research contributes to encouraging cosmetic companies that do not yet have halal certification to apply for halal certification and this finding is also a reference for the government to require halal certificates for cosmetic products.</span></p><p dir="ltr"> </p><p dir="ltr"><span>Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi perilaku konsumen Muslim Jawa Barat dalam keputusan pembelian produk kosmetik halal, yang meliputi factor sikap, norma subjektif, persepsi kontrol perilaku, religiusitas, pengetahuan, dan labelisasi halal. Penelitian ini menggunakan metode deskriptif dan verifikatif yang dianalisis dengan pendekatan kuantitatif. Sampel yang digunakan dalam penelitian ini adalah sebanyak 412 perempuan Muslim berusia 15-64 tahun dan berdomisili di Jawa Barat yang diambil dengan teknik </span><span>purposive sampling</span><span>. Data dikumpulkan melalui kuesioner dan dianalisis dengan menggunakan metode Partial Least Square-Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa faktor-faktor seperti sikap, norma subjektif, religiusitas, pengetahuan, dan labelisasi halal memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian, sedangkan persepsi kontrol perilaku tidak memiliki pengaruh yang signifikan terhadap keputusan pembelian. Temuan ini menunjukkan bahwa keputusan pembelian produk kosmetik halal dari konsumen muslim dapat dipengaruhi oleh beberapa faktor, dimana labelisasi halal memiliki pengaruh yang lebih besar. Penelitian ini juga mengungkap bahwa sebagian konsumen muslim di Jawa Barat belum mengetahui label halal dari suatu produk. Penelitian ini berkontribusi dalam mendorong perusahaan kosmetik yang belum memiliki sertifikasi halal untuk mengajukan sertifikasi halal dan sebagai pertimbangan bagi pemerintah untuk mewajibkan produk yang beredar di Indonesia bersertifikat halal.</span></p><p dir="ltr"> </p><div><span><br /></span></div>

THE SANCTIFIED AND THE NON-SANCTIFIED: WHY INTRINSIC MUSLIM CONSUMERS OFTEN DIGRESS THE HALAL CONSUMPTION ETHICS?

West African researchers have investigated consumption and religious beliefs to explain the weight of religion on individuals’ consumption behavior. However, studies that investigated intrinsic religious beliefs and consumption in the context are not common. The purpose of this research is to explore how intrinsic religious beliefs shape the Muslim consumer behavior in the sector of beverages. The approach is a quantitative one and based on a post-positivist stance. The results show that Muslims intrinsic religiosity has some sensitive effects on consumer behavior in a multi-religious environment tinted by extreme poverty, and a strong cultural heritage of consumption. Thus, the intrinsic religious beliefs effects on consumer behavior are sometimes characterized by some non-tolerant and violent attitude from the part of some consumers. Keywords: Intrinsic Religiosity, Consumer Behavior, Islamic Ethics, Non-Alcoholic Drinks, Marketing.

The Maslahah of Muslim Consumer Behavior in Using E-Wallet in Makassar City

Technological developments affect the changes in a person's consumption level. The existence of a non-cash payment method using an e-Wallet that provides various conveniences is undeniably a disadvantage for its users, especially Muslim consumers; one of them is a wasteful attitude. Wasteful or consumptive behavior is an act prohibited in Islam. This study aimed to reveal and explain the maslahah of Muslim consumer behavior in using e-Wallet. This study was qualitative with a phenomenological approach. The primary data sources came from interviews conducted with e-Wallet users of OVO, GoPay, DANA, ShopeePay, and LinkAja types in Makassar City aged 21-35 and had worked. Additionally, the secondary data sources came from various references, such as books, journals, and other research. The data analysis was carried out by collecting data, reducing data, presenting data, and drawing conclusions. The study results indicated that the maslahah of Muslim consumer behavior in Makassar City using e-Wallet was practical in transacting; safe and clean in transactions, save on shopping and be more diligent in a donation. The use of e-Wallet can be categorized at the level of maslahah hajiyyah, whose existence can help the difficulties faced by Muslim consumers.

The Concept of Wasatiyyah in Consumption: An Analysis from Islamic Financial Jurisprudence

In Islam, consumption is not just the act of fulfilling human wants, but also an action that contributes to the well-being of ourselves and others. The goal of consumption in an Islamic framework is to satisfy personal needs that bring the pleasure of Allah and contribute to social development. Therefore, this study has been designed to discuss the concept of consumption in Islam by reviewing several journal articles in the field of Islamic jurisprudence. The study explores the act of consumption based on the moral and religious principles of Islamic shariah. In Islam, Muslims are guided to consume based on permissibility, wholesomeness, cleanliness, priority, and maqasid al-shari’ah (higher objectives of Islamic law). Most significantly, the study focuses on the principle of moderation (wasatiyyah) as it relates to consumption, as wastefulness and miserliness have an impact not only on individuals but also society and the economy. The study expects to improve Muslim consumer behaviour by acting as a reminder of the moral principles underlying consumption.

The Pandemic of Covid-19 and Muslim Consumer Behavior (Case Study in Kota Jayapura, Papua Province)

This study discusses the Muslim consumer behavior in the pandemic of COVID-19 in Indonesia. The study is a quantitative research using an online survey with a questionnaire to collect the data. The sample is 100 respondents in Jayapura, the capital city of Papua Province, Indonesia. There are 20 items of statements built related to consumer behavior in the questionnaire. Data analyzed using Exploratory Factor Analysis (EFA) to construct Muslim consumer behavior during COVID-19 pandemic. The result found that there are six consumer behaviors shaped from the extraction of the 20 variables, namely Changes in Needs and Consumption Patterns, More Selective and Well-Informed before Purchasing Goods, Adopting Digital Application in Purchasing Goods, Hoarding Behavior, Oriented to Priority, Brand and Quality, and Consult Doctor Online. These findings suggest the retailers to maintain the production for the essential products needed in the Pandemic, and for the governments to set a regulation for balancing the demand and supply of the essential products during the pandemic, and for the Muslim consumer itself to comply with the Islamic ethical consumption to achieve well-being both in the world and hereafter.Keywords: Consumer Behavior, COVID-19, EFA. AbstrakPenelitian ini membahas mengenai perilaku konsumen Muslim ditengah pandemi COVID-19 di Indonesia. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan survei online berupa kuesioner dalam mengumpulkan data. Sampel dalam penelitian ini adalah 100 orang responden di Jayapura, Ibu Kota Provinsi Papua, Indonesia. Dalam kuisioner, terdapat 20 item pernyataan yang dirancang terkait dengan perilaku konsumen yang harus dijawab oleh responden. Analisis data dilakukan dengan menggunakan Exploratory Factor Analysis (EFA) untuk menyusun perilaku konsumen Muslim selama masa pandemi. Hasil penelitian menemukan bahwa terdapat enam perilaku konsumen yang terbentuk dari ekstraksi 20 variabel yaitu Perubahan Pola Kebutuhan dan Konsumsi, Penelusuran Informasi Produk dan Lebih Selektif Sebelum Membeli Barang, Penggunaan Aplikasi Digital dalam Pembelian Barang, Perilaku Menimbun Barang, Berorientasi pada Prioritas, Merek, dan Kualitas, serta Penggunaan Jasa Konsultasi Dokter Online. Temuan penelitian ini merekomendasikan para produsen untuk mempertahankan produksi barang-barang yang penting selama masa pandemi, dan kepada pemerintah agar menetapkan kebijakan yang bertujuan untuk menjaga keseimbangan permintaan dan penawaran barang selama pandemi, serta kepada konsumen Muslim agar dapat menerapkan etika konsumsi sesuai dengan ajaran Islam agar tercapai kesejahteraan baik di dunia maupun di akhirat.Kata Kunci: Perilaku Konsumen, COVID-19, PUS.

Muslim consumer behaviour when facing fear of COVID-19

Muslim consumer behaviour when facing fear of COVID-19

Muslim consumer behaviour when facing fear of COVID-19

The purposes of this research are: 1) studying the impact of Muslim fear on shopping behaviour, health protocols, and religious activities; 2) analysing the role of health protocols and religious activity on Muslim shopping behaviour. The target population is the Indonesian Muslim population aged 18 years old or more. Data collection is carried out by the self-administered survey method. PLS-SEM is applied to test the research hypothesis statistically. This study reveals several findings: 1) fear has a positive and significant effect on compliance with health protocols and the intensity of religious activity, but it has an insignificant effect on shopping behaviour, whether offline, online, or shopping for halal products; 2) adherence to health protocols significantly affects negative attitudes towards interactions with other people, and/or crowds, but religious activity insignificantly influences these negative attitudes; 3) negative attitudes towards interactions with other people, and/or crowds have a significant effect on shopping behaviour.

Stimulating satisfaction and loyalty: transformative behaviour and Muslim consumers

PurposeThis study aims to investigate the combinations of religiosity, cosmopolitanism and perceived destination image leading to satisfaction and loyalty amongst Muslim consumers within the Maldivian tourism and hospitality context.Design/methodology/approachUsing fuzzy-set qualitative comparative analysis (fsQCA), this study reveals that diverse combinations of religiosity, cosmopolitanism and destination image dimensions stimulate satisfaction and loyalty in Muslim consumers.FindingsMultiple recipes can be used to design compelling destinations that balance the desire for religiosity and cosmopolitanism characteristic of contemporary Muslim consumers. The results confirm the applicability of complexity theory in explaining Muslim consumer behaviour within the Islamic destination context.Practical implicationsSeveral implications for the hospitality and tourism industry are drawn from the results, with suggestions for future research provided. Each fsQCA recipe identifies distinct suggestions to shape the design of destination attributes and hospitality offerings to stimulate consumer satisfaction and loyalty.Originality/valueComplexity theory was applied to assess the complex causal relationships among Muslim consumers’ religiosity, perceived destination image, cosmopolitanism, satisfaction and loyalty.

The Impact of Buy Muslim First (BMF) Campaign to Young Muslim Consumer.

The Buy Muslim First (BMF) campaign has been going on since 2018 but is slow and inactive. In 2019, this campaign received the Attention of the Malaysian Muslim community, sparking awareness of the Muslim community. Because of emerging issues such as non-Muslims who were not respected Muslims on food production issues. Such as aspects of food preparation that were not consistent with the halal concept, including cleanliness and the quality guaranteed by Islam. The campaign that encourages Muslim buyers to prioritize the purchase of Muslim products, where Muslim traders will issue zakat and thereby develop the social economy of Muslims. This research is a quantitative study using descriptive and inferential approaches. The main objective of this research is to analyze the impact of BMF campaign on the purchasing behaviour of young Muslims. Using the Muslim consumer behaviour study model Based on 100 respondents representing the young group was selected to answer the questionnaire using the Likert scale method. Data from the questionnaire were analyzed using SPSS Multiple Regression tests, the result of F test is 6.595> value F. then the main findings of this study explain that there is the influence of BMF campaign on young Muslim users is 21.7% (based on R Square value). Four main aspects influence the behaviour of young buyers are Intention, Expenses, Religious Brotherhood and power in purchasing. All these aspects will have a direct impact on Muslim traders, it is hoped that there will be a continuation study to study these four aspects that have a significant impact on the behaviour of Muslim consumers

POLA PERILAKU KONSUMSI KELUARGA MUSLIM DI PERUMAHAN BUMI MADINA ASRI SURABAYA MENURUT PERSPEKTIF MAQASHID SYARIAH

The purpose of this research is to know the consumption behavior of the Muslim family from maqashid Syariah perspective to fulfill the needs of dharuriyyat, hajiyyat, and tahsiniyyat on religion, soul, intelligence, offspring, and wealth. The approach used in this research is qualitative with a descriptive strategy. In-depth interviews collected the data as primary data. This research focuses only on Muslim families who live in Bumi Madina Asri Housing in Surabaya to understand the consumption behavior of Muslim families from maqashid Syariah perspective. The result is all the Muslim families of Bumi Madina Asri Housing in Surabaya have fulfilled the needs of dharuriyyat, hajiyyat, and tahsiniyyat on maqashid Syariah aspect. However, some families still have not fulfilled the needs of hajiyyat and tahsiniyyat. Besides self-consumption, social consumption on the community of the Muslim family of Bumi Madina Asri Housing in Surabaya also has done very well. The payment of zakat, infaq and shodaqoh proves it. All the informants have given hibah, presents, and even some do waqf.Keywords: Muslim Family, Consumption Behavior, Muslim Consumer Behavior, Maqashid Syariah

ANTECEDENTS OF CONSUMERS’ DECISION FOR HALALMART SHOPPING: THE MODERATING ROLE OF FAMILY RELIGIOUS COMMITMENT

Purpose: The purpose of this study is to analyze the role of religious commitment of family members in moderating the influence of Islamic cultural variables, Islamic social environment, Islamic and psychological personalities, on consumer decision in making a transaction at Halal mart.
 Methodology: The analytical method used to test the relationship between variables is Structural Equation Modelling (SEM), the number of the sample used is 340 of Halal Mart customers. Whereas the moderating role of religious commitment was tested using Confirmatory Factor Analysis.
 Main Findings: The conclusion from this study is that the commitment factor in practicing Islamic religion from within the family moderates the relationship between personality and Islamic psychology towards Muslim consumer behavior, meanwhile The Islamic cultural factors and social environmental factors are not moderated by family commitment in practicing the Islamic Religion.
 Implication: This study found that to improve Muslim customers buying decisions, a company needs to acknowledge the background of consumer’s character derived from cultural influences, social environment, personality, and psychology. Moreover, Halal mart also needs to be closer to community groups or religious organizations that have a stronger commitment towards religion, making it easier to promote their products.
 Novelty/Originality of this Study: To date, there are no studies that examine family religious commitment towards Islam, as a moderating variable in the relationship of cultural, social, personality and psychological variables to consumer buying decisions for shopping at Halal mart in Indonesia.

Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products

The undertaken study examines the influence of the marketing mix, consumer attributes, and the role of religiosity towards consumer purchase behavior regarding western imported food products in Pakistan. The study has used the theory of planned behaviors as underpinning foundations for testing factors. In total, 1080 respondents from eight cities in Pakistan—Karachi, Lahore, Islamabad, Quetta, Peshawar, Hyderabad, Larkana, and Faisalabad—were part of this study. Path analysis performed through SEM (structural equation modeling). The result unveiled that product attributes, price, self-concept, brand trust, personality, and religiosity positively correlated with consumer’s purchase intention in a Muslim country. The result of this study will also help potential future candidates for the food industry, especially those aimed at using the Asian consumer market. The penetration of western imported food may also bring convergence where the nation can feel upgraded and privileged. The study also adds to the academic literature on Muslim consumer behavior by combining numerous factors on a single model, grounded in the theory of planned behavior. Limited study has analyzed religiosity and other factors in context with a Muslim majority population. This study is a preliminary effort to understand the Muslim consumer food purchase behavior inadequately investigated by the consumer researcher.

Is religiosity an important consideration in Muslim consumer behavior

PurposeThis study aims to explore whether religiosity influences consumer purchase behavior among Muslim consumers in Pakistan.Design/methodology/approachAn in-depth, semi-structured interview protocol was developed and administered to a sample of 90 participants, both male and female, across eight metropolitan cities of Pakistan. Professionals, university students and housewives were part of the sample. NVivo Version 11 was used for data analysis to answer the research questions raised in this study. Moreover, the purposive sampling method has been used in this research.FindingsThe behavior of consumers was found to vary with the degree of involvement and the degree of religiosity. Study findings are divided into three themes. Firstly, a high level of religiosity makes Muslim consumers follow the Islamic principles of food consumption, by evaluating the product ingredients, spending moderately and verifying a halal logo at the time of purchase. Secondly, a major theme is the view that religiosity has no influence on food consumption; it is more about individuals’ needs and priorities. Finally, the consumers’ overall perception of quality, product value, purity and health consciousness over-powers the concept of religiosity.Research limitations/implicationsBecause of its qualitative and exploratory nature, the generalizability of this paper is limited. In addition to that, this research is just focused on one Muslim country.Practical implicationsThis study suggests that western food exporters may use religiosity and other factors as probable segmentation variables to effectively position their brands. Religious images and other factors may be highlighted in product packaging and communication campaigns by marketers to gain recognition and usage of western food and consumption among religious, Pakistani Muslim consumers. The output of this research may support prospective entrants into the food business; those interested in exploring the Asian consumer market. Findings from this study may also be helpful for those in the west interested in exploring Pakistan as an emerging consumer market.Social implicationsThe presence of western imported food may improve the quality of life by having more opportunities and healthier options for the nation. Western food products can also bring cultural convergence whereby the underdeveloped nation feels upgraded and modern. Moreover, if the western food products are certified halal, the product has a fair chance of adoption and penetration in the society. Also, the food products coming from the western world induces mindfulness, people are more aware about innovative and useful ingredients that can satisfy their taste buds, improve their health, increase their life expectancy and contented approach toward life.Originality/valueThus far, limited research has analyzed religiosity of an overwhelmingly Muslim population and its impact on consumer behavior. This study is a preliminary effort to provide a basic understanding of the behavior of Pakistani Muslims, who have been insufficiently investigated by marketing and consumer researchers. The intriguing results are to remind marketers that there are several factors that govern religiosity and lead to a purchase decision.

The Effect of Demographic Character on the Intention of Muslim Consumer Behavior to Shop at Neighbor Store

This study aims to find out factors related to the behavioral intention of Muslim consumers to shop in neighborhood stores. The Islamic leaders urged the Muslim community to do the social movement to buy for neighborhoods. Its movement is as one form of spirit 212. Spirit of the actions of Muslims in Indonesia in December 2016 through prayer and prayer together to strengthen the kinship of Muslims. The behavioral intention of Muslim consumers to shop at a neighborhood store in Yogyakarta is thought to be influenced by attitude, subjective norms, behavioral control, religiousness, and affective commitment to be affiliated with spirit. Consumers have the characteristics of adhering to Islamic principles. Demographic characters are also considered to influence consumer preferences for each factor. In the descriptive analysis, the average respondent's answer to religious factors has the highest score than other factors. In the independent t-tests and ANOVA, the average responses of answers on gender significantly different on education, age, occupation, and income.

Analysis on Muslim Consumer Behavior toward the Halal Certification of Bakery Products

Analysis on Muslim Consumer Behavior toward the Halal Certification of Bakery Products

Measurement Moslem religion in consumer behavior

Abstract Most of the Indonesian population embraced Islam. The need and demand for products and services that meet the requirements and requirements of Islamic law are increasing. Indonesia is one of the 5 leading pioneer countries of ASEAN. The largest Muslim population is also in Indonesia. It is important for entrepreneurs, whether small, medium or large enterprises, need to understand how Muslim consumption behavior. A good understanding of Muslim consumption behavior can be a great opportunity to win the competition in the ASEAN Economic Community market. This study aims to analyze the measurement of Islamic religious community by taking into account consumption behavior. Data collection method used in this research is purposive sampling. The number of respondents in this study is 300 Muslim respondents. The results of this study of Muslim consumer behavior conclude that religion plays a very important role in making purchasing decisions from Indonesian Muslim society. The recommendation of this research is the need to create a conducive situation for Indonesian Muslim entrepreneurs in creating halal certified products and services to meet the needs of domestic and foreign markets. This form of support can be a business coaching workshop or the ease of lending capital from government or sharia financial services.

Does celebrity credibility influence Muslim and non-Muslim consumers’ attitudes toward brands and purchase intention?

Purpose – This study aims to distinguish between Muslim and non-Muslim consumers regarding celebrity influence on brands and purchase intention, and assess the relative importance of celebrity credibility, in terms of physical attractiveness, trustworthiness, expertise and product–brand congruency. The study also researches attitudes towards brands, and purchase intention and their ability to predict consumers’ religion. Design/methodology/approach – The research aim was achieved through an empirical study involving a self-administered questionnaire distributed to members of the public recruited from the Federal Territory of Labuan, Malaysia. Data were collected from 250 Muslim and non-Muslim consumers using a convenience sampling method. Their participation was purely voluntary. Multiple discriminant analysis via Statistical Package for Social Sciences (SPSS) computer program version 20 was used to answer the research questions. Findings – Empirical results of the multiple discriminant analysis indicated that celebrity expertise and attitudes towards brands strongly predict allocation to Muslim consumers rather than non-Muslim consumers. The relative importance of the celebrity credibility aspects from Muslim consumers’ perspectives was: celebrity expertise, celebrity attitudes towards brands, purchase intention, product–brand congruency and physical attractiveness. Muslim consumers are found to choose expertise but not trustworthiness. Muslim consumers’ faith or trust may be linked to the perception that products and services endorsed by the celebrities are in line with Shariah principles which are consistent with Islamic principles. Research limitations/implications – Respondents were randomly drawn from the Muslim and non-Muslim population of the Federal Territory of Labuan, Malaysia. Consequently, they may not represent the entire population of Malaysia. Future researchers could overcome the limits of generalizability by increasing sample coverage. Originality/value – The paper empirically justified the discriminating function among celebrity credibility elements in terms of physical attractiveness, trustworthiness, expertise, and product–brand congruency of Muslim and non-Muslim consumer attitudes towards brands and purchase intention. Thus, the results of this study offer a new forward motion to the findings of prior studies on consumer perception of celebrity credibility, which is not much covered in the literature in the Malaysian context between Muslim and non-Muslim consumer perspectives. The findings are able to add literature on Muslim consumer behaviour in the use of celebrities, as these celebrities could act as inspirational to the consumers.

Religious influences on consumers' high-involvement purchasing decisions

Purpose – This aim of this paper is to investigate the impact that religious factors have on a consumer's perception of brand loyalty in the context of the services industry. Specifically, the study focuses on the attitudinal/affective form of brand loyalty. An empirical investigation was conducted to test whether the religiosity and religious centrism of Muslim consumers can instill attitudinal brand loyalty towards an insurer selling a religiously-conforming high-involvement indemnity service. Design/methodology/approach – An online survey was conducted with 208 Muslim consumers, and structural equation modeling (SEM) analysis was used to test the relationships between the exogenous and endogenous variables. Findings – The results shows that there is a positive relationship between the exogenous religiosity and religious centrism constructs, and the endogenous attitudinal brand loyalty, price tolerance and word-of-mouth constructs. Practical implications – The findings of this research study suggest that religion can have a significant impact on consumers' choice when purchasing an indemnity service such as a car insurance service. Given the fact that religious values are persistent over time, there are some potential long-term benefits for companies that can identify the lucrative religious consumer segments that are present in the local and global markets. Originality/value – This study provides valuable insight into the UK Muslim consumer behavior by exploring the religious factors that can influence consumers' brand loyalty toward buying high-involvement religiously-compliant products and services. The findings of this study also indicate that the existing TRA and TRB models in the social sciences literature may need to incorporate a new ritualistic/religious dimension to the existing attitude-intention relationship saga.

Looking at Islamic marketing, branding and Muslim consumer behaviour beyond the 7P's

PurposeThe purpose of this paper is to document a reflective commentary on observations concerning the phenomenon of researching and practicing Islamic marketing, in the absence of dedicated formal courses and instruction.Design/methodology/approachGrounded theory phenomenological critical reflection; based upon academic and practitioner anecdotal evidence and experiences.FindingsWhilst there is a growing body of literature and scholarship specific to the field, mirrored by an increase in consumption and commercial ventures, comparably there appear to be a paucity of dedicated courses tackling the same area in equivalent depth. Intuitively and inductively, it is argued that there is both a need and demand for Islamic marketing courses, which at the very least, present commercial market opportunities.Research limitations/implicationsWithout remedying this gap, practitioners and academics are impoverished – through a lack of dedicated platforms for disseminating findings, knowledge sharing and problem solving. Furthermore, without ratification through formal instruction and courses, there is a risk that the subject may remain on the fringes. This is in spite of growing empirical evidence indicating that the demand is great: within mainstream marketing as a subject, not to mention the demand from audiences – ranging from practitioners and consumers, right through to curious and inspired students.Originality/valueThis paper aims to raise the importance of teaching and learning up the agenda – hopefully encouraging more academic institutions and training providers to develop and deliver dedicated courses. Furthermore, summary guidance is offered on potential key areas of focus.

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

PurposeThe purpose of this paper is to examine the effect of religiosity on Muslim consumer behaviour and on purchasing decision.Design/methodology/approachSurvey 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.FindingsThe 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/valueThe 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.