Islamic religiosity and purchase intention: A meta-analysis

Abstract

Purpose ‒ This study aims to systematically review and meta-analyze the impact of Islamic religiosity on purchase intention, addressing existing gaps in understanding its multidimensional nature and measurement inconsistencies. Given the growing significance of Muslim consumer markets, the research seeks to provide a comprehensive and statistically robust assessment of how religiosity influences consumer decision-making, particularly in relation to halal products and Islamic financial services.

Design/Methodology/Approach ‒ A systematic literature review (SLR) and meta-analysis were conducted using 66 Scopus-indexed, peer-reviewed quantitative studies published between 2000 and 2024. The random-effects model was employed to synthesize effect sizes, accounting for potential variability across studies. Data were analyzed using Jamovi, with assessments of heterogeneity (I², Q-test), publication bias (Egger’s regression, Fail-Safe N), and equivalence testing (TOST) to ensure robustness.

Findings ‒ Islamic religiosity has a significant and positive effect on purchase intention, with minimal heterogeneity indicating consistency across studies. Intrinsic religiosity emerges as a stronger predictor than extrinsic religiosity, especially in contexts involving halal-certified products and Islamic financial practices. Publication bias was found to be non-significant, reinforcing the reliability of the findings

Originality/Value ‒ This is the first meta-analysis to quantitatively synthesize the relationship between Islamic religiosity and purchase intention, offering a unified estimate of effect size and highlighting the need for Sharia-compliant religiosity scales.

Research Limitations/Implications ‒ The study is limited to English-language articles and relies on adapted religiosity measures originally designed for non-Muslim populations, potentially affecting construct validity.

Practical Implications ‒ Marketers and policymakers can leverage these insights to design faith-aligned branding, communication, and product development strategies that resonate with devout Muslim consumers.