The Pitfalls of Religiosity Measurements in Muslim Consumer Research

Religiosity is an increasingly attractive theme in academia, with a growing research interest in recent years.This attention is crucial for theoretical advancement and tapping into Muslim consumer markets.Though an essential aspect of culture, conceptualising religiosity has been challenging at many levels.Thus, researchers adopted a conventional perspective to operationalise such measures, especially in understanding Muslim consumers.The objective of this paper is twofold.Firstly it assesses the trends in the development of religiosity measurement or scales for Muslims.Secondly it explores the empirical relationships of religiosity with other exogenous variables in consumer behaviour research.It eventually discuss the pitfalls of such adoption and further highlight avenues in developing specific measurements catering to Muslim consumer research.Methodologically, it employs a systematic literature review to explain essential aspects of Muslim religiosity.This paper identified two main pitfalls concerning the conceptual and operational aspects of the measurements.As importantly, it discussed these gaps and proposed potential avenues for improvement.Ultimately, it provides new insight into Muslim religiosity measurements.