Is There A Need for An Improved Religiosity Measurement Tailored to Consumer Research?

Abstract

Religiosity has been part of the cultural subsystem, which consists of beliefs, norms, and value systems that influence human behaviour. While studies had relied on specific frameworks to explain related behaviour over the years to understand its impact. However, due to some shortfalls of these frameworks, it may not be a complete yardstick to assess Muslim consumer behaviour. The universality of the measurements that were used is assumed to be compatible across different religions and fields of study but has ignored the need to have a compatible measurement. Whereas, its operationalization in the previous studies might not be suitable to assess its impact in the context of consumer research. As such outcome may not adequately reflect nor explain the religiosity factors concerning Muslims. Therefore, this paper is to highlight the need to discuss the challenges and improvement of the measurement to suits the specific contextual settings. This will shed the light in developing an improved religiosity measurement tailored towards Muslim consumers.