The awareness and attitude of Muslim consumer preference: the role of religiosity

Purpose - This research investigates how religiosity (e.g. extrinsic and intrinsic) influences consumers’ awareness and attitudes, which subsequently influences consumers’ preferences for Muslims in the context of Islamic bank. Design/methodology/approach - A total of 480 Islamic bank consumers were recruited for online survey study. Structural equation modeling was used to test the research hypotheses. Findings - Extrinsic religiosity has crucial role on consumers’ awareness and consumer attitudes. However, intrinsic religiosity has less effect on consumer attitudes, whereas consumer awareness plays an important role on consumer attitudes. Furthermore, mediator variables, such as consumers’ awareness and attitudes, have partial role to mediate religiosity and consumers’ preference. Research limitations/implications - The recent study was limited to core of one region, therefore, future studies are needed to analyze consumers’ attitude and engagement in religious products and services such as Islamic brands image. Practical implications - The stakeholders need to collaborate action to promote Islamic banks and the varying standard between their counterparts from the perspective of business and marketing. Originality/value - The result of this study contributes to literature which has correlation with testing religion role toward Islamic bank. It also develops a new views into the determinants factor to influence consumers’ preferences.