Faith and finance : understanding Muslim consumers' identity in Pakistan's traditional banking sector

Although research on religion has gained increasing attention, few studies have examined its connection to consumer identity and how it influences purchasing decisions. This gap is especially noticeable when it comes to decision-making around religious services. Previous studies on what influences consumers' choice of banks have produced mixed findings on the role of religion. This study explores how multiple identities shape the decision to use non-Islamic banking services in Pakistan, where Muslim consumers can choose between Islamic (religious) and non-Islamic (non-religious) banking options. Using a qualitative approach, the research focuses on Muslims who opt for non-Islamic banking to understand the factors behind their choice. Findings reveal that role identity-especially as a son or daughter-plays a key role in bank selection, even when religion is important to the individual. However, identity conflicts arise as people navigate different aspects of their identity. Surprisingly, group identity had little influence on these banking decisions.