The relationship between religiosity and new product adoption

Purpose – This paper aims to investigate the relationship between religiosity and new product adoption (NPA) among Muslim consumers. Design/methodology/approach – A total of 300 questionnaires were distributed to university students. Religiosity represented the independent variable and was measured using five dimensions: ideological, ritualistic, intellectual, consequential and experimental dimensions. NPA represented the dependent variable. Findings – Religiosity affects NPA among Muslim consumers; their beliefs influence how and what products they adopt. Originality/value – This is the first paper to investigate the relationship between religiosity and NPA, not only in Pakistan but also in the entire Islamic market. Moreover, this is a relatively new issue that remains largely undiscovered by researchers worldwide. This paper will help to emphasize its importance and implications to business decisions.