Understanding New Religion-Compliant Product Adoption (NRCPA) in Islamic Markets

Ali Homaid Al-hajla, Bang Nguyen*, T. C. Melewar, Chanaka Jayawardhena, Ezlika Ghazali, Dilip S. Mutum

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


This study examines the relationships between religious beliefs, brand personality, and new religion-compliant product adoption (NRCPA) in Islamic markets. Findings confirm that religious consumers tend to behave in accordance with a society or group that follows the same beliefs, and that these consumers’ behavior and lifestyle are influenced by similar religious groups and social relationships. In addition, the more religious the consumer, the more likely they will adopt or favour/disfavour a new product in accordance with his/her religious beliefs. Finally, the three constructs–relative advantages, compatibility and complexity–are found to partially mediate the influential relationship between religious beliefs and new religion-compliant product adoption. International firms that target Muslim markets, with an aim to profit and fit in these markets, must take into account the Islamic values, standards and guidelines.

Original languageEnglish
JournalJournal of Global Marketing
Issue number4
Pages (from-to)288-302
Publication statusPublished - 8. Aug 2019
Externally publishedYes


  • brand personality
  • Islamic branding
  • Muslim market
  • new religion-compliant product adoption
  • Religious beliefs


Dive into the research topics of 'Understanding New Religion-Compliant Product Adoption (NRCPA) in Islamic Markets'. Together they form a unique fingerprint.

Cite this