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

Purpose – The purpose of this paper is to examine the effect of religiosity on Muslim consumer behaviour and on purchasing decision. Design/methodology/approach – Survey 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. Findings – The 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/value – The 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.