The Pitfalls of Religiosity Measurements in Muslim Consumer Research
Abstract
Religiosity is an increasingly attractive theme in academia, with a growing research interest in recent years. This attention is crucial for theoretical advancement and tapping into Muslim consumer markets. Though an essential aspect of culture, conceptualising religiosity has been challenging at many levels. Thus, researchers adopted a conventional perspective to operationalise such measures, especially in understanding Muslim consumers. The objective of this paper is twofold. Firstly it assesses the trends in the development of religiosity measurement or scales for Muslims. Secondly it explores the empirical relationships of religiosity with other exogenous variables in consumer behaviour research. It eventually discuss the pitfalls of such adoption and further highlight avenues in developing specific measurements catering to Muslim consumer research. Methodologically, it employs a systematic literature review to explain essential aspects of Muslim religiosity. This paper identified two main pitfalls concerning the conceptual and operational aspects of the measurements. As importantly, it discussed these gaps and proposed potential avenues for improvement. Ultimately, it provides new insight into Muslim religiosity measurements.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
About this article
Publication Date
06 May 2024
Article Doi
eBook ISBN
978-1-80296-132-4
Publisher
European Publisher
Volume
133
Print ISBN (optional)
-
Edition Number
1st Edition
Pages
1-1110
Subjects
Marketing, retaining, entrepreneurship, management, digital marketing, social entrepreneurship
Cite this article as:
Abdullah, J. B., Abdullah, F., & Bujang, S. B. (2024). The Pitfalls of Religiosity Measurements in Muslim Consumer Research. In A. K. Othman, M. K. B. A. Rahman, S. Noranee, N. A. R. Demong, & A. Mat (Eds.), Industry-Academia Linkages for Business Sustainability, vol 133. European Proceedings of Social and Behavioural Sciences (pp. 721-736). European Publisher. https://doi.org/10.15405/epsbs.2024.05.59