MUSLIM CONSUMER RELIGIOSITY SCALE, MCRS.
Religiosity has been part of the cultural subsystem
that is crucial in understanding individual preferences and intentions. As the conventional
religiosity scale predominantly developed based on a specific ideology and
cultural lenses prevail. The universality of these instruments was assumed to
be compatible across different religions and fields of study. Thus, has ignored
the need to have compatible instruments. Moreover, the operationalization of
these instruments in the previous framework fallen shorts to suits the context
of consumer research. As such outcome may not adequately reflect nor explain
the religiosity factors concerning Muslim consumers. While a substantial number
of Islamic and Muslim religiosity instruments were proposed, its shortfall has
been on its conceptualization and operationalization in a specific field of
study that limits our understanding of the role of religiosity. To fill in these
gaps, an exploratory-sequential mixed method was employed to develop Muslim
Consumer Religiosity Scale, MCRS. This newly developed scale has undergone, a qualitative
and quantitative procedure in deriving five Muslim Consumer Religiosity, MCR
factors. It offers wider insight into religiosity beyond the current
perspective in consumer research. This scale provides a deeper understanding of
Muslim consumer behavior in their consumption of food products. Since MCRS highlight the socio-environmental
aspects of religiosity beyond the current conceptualization. Its theoretical and
practical significance will be on extending the current theoretical framework on
Muslim consumer behavior. While developing more effective strategies in line
with the Halal sustainable ecosystem as a way forward for the global Halal
industry.
- JOHARI BIN ABDULLAH
- FIRDAUS ABDULLAH
- SAIMI BIN BUJANG
