Measuring religiosity among Muslim consumers: observations and recommendations

Abstract

Purpose 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. Design/methodology/approach 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. Findings 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. Originality/value 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.

Electronic Word-of-Mouth Turis Muslim Mengenai Pariwisata Halal di Lombok, Nusa Tenggara Barat, Indonesia

“…Label "halal" berpengaruh signifikan dalam pengambilan keputusan wisata bagi turis muslim yang memiliki tingkat religiositas yang tinggi (Boğan & Sarıışık, 2019). Ketika turis muslim memilih sebuah destinasi wisata karena destinasi tersebut memiliki label sebagai "destinasi wisata halal", turis muslim tersebut berharap dapat melakukan aktivitas yang sesuai dengan ajaran agama Islam (Boğan & Sarıışık, 2019 Religiositas memengaruhi preferensi dan perilaku konsumen muslim (Salam, Muhamad, & Leong, 2019). Penelitian Abror dkk.…”

Consumer Behavior and Halal Cosmetic Product: Evidence in Palembang City

“…Besides that, from main determination religiosity is seen from the moslem's attitude into the advertisement of the beauty product. (Salam et al, 2019).…”

Islamic marketing: A literature review and research agenda

“…The vertical tawhid portrays the link between human and Almighty Allah; and horizontal tawhid pictures the inter‐human relationship based on the principles and guidelines of Islamic law. Traditionally, conventional marketing (CM) strategies have been applied to target Muslim customers; however, over time, the influence of religion on consumer behaviour has become more applicable and visible (Salam et al., 2019; Uysal & Okumuş, 2019). Muslim customers around the world are increasing in numbers and so is their strength of purchasing powers (Alserhan, 2010a; Saleh & Salsabila, 2018).…”

“…During the last decade, several papers reviewed IM (Alfakhri et al., 2018; Alserhan & Alserhan, 2012; El‐Bassiouny & Zahran, 2018; Khoo et al., 2019; Rajasakran et al., 2017; Salam et al., 2019; Sandıkçı, 2011; Tournois & Aoun, 2012; Wilson et al., 2013). Among them, Sandıkçı (2011) critically evaluated IM literature to explore the reasons behind the developing interest in IM; Tournois and Aoun (2012) explored the underlying foundations of the Islamic Market oriented cultural approach to solve dilemmas faced by non‐Muslim marketers; Alserhan and Alserhan (2012) focused on measuring the research targeted towards Muslim consumers within the last eight decades, examining the homogeneity and heterogeneity of Muslim consumers group.…”

“…(2018) performed a citation analysis of CSR research within IM; Salam et al. (2019) studied religiosity among Muslim consumers; and Khoo et al. (2019) reviewed the manufacturing process of halal products.…”