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Understanding new religion-compliant product adoption (NRCPA) in Islamic markets

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


Ali Homaid Al-hajla

Chanaka Jayawardhena

Bang Nguyen

T C Melewar

Ezlika Ghazali

Dilip S. Mutum


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’ behaviour 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.


Al-hajla, A. H., Jayawardhena, C., Nguyen, B., Melewar, T. C., Ghazali, E., & Mutum, D. S. (2019). Understanding new religion-compliant product adoption (NRCPA) in Islamic markets. Journal of Global Marketing, 32(4), 288-302.

Journal Article Type Article
Acceptance Date Dec 13, 2018
Online Publication Date Jan 30, 2019
Publication Date Jan 30, 2019
Deposit Date Apr 15, 2019
Publicly Available Date Jul 31, 2020
Print ISSN 0891-1762
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 32
Issue 4
Pages 288-302
Keywords Religious beliefs; Brand personality; New religion-compliant product adoption; Islamic branding; Muslim market
Public URL
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