Introducing new product to the market is the only way to create sustainable competitive advantage. However, the success of any product/service in market is ultimately depended on consumer acceptance. Innovativeness is one of the individual characteristics that might influence the acceptance of novel product/services. Innovativeness itself also from other side might be affected by several factors such individual's religion affiliation and the level of commitment to his/her religion. This research study tested literature review of whether religiosity has significant influence on Muslim consumers' buying attitude and purchase intention of Financial Products.
Ashraf Ali, K. (2016). Impact of Religiosity on Buying Behavior of Financial Products: A Literature Review. International Journal of Finance and Banking Research, 2(1), 18. https://doi.org/10.11648/j.ijfbr.20160201.14