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.