An Empirical Analysis on Perceived Compliance of Islamic Marketing Principles in Bangladesh

Abstract

The study aims to investigate the level of perceived compliance to Islamic marketing principles in Bangladesh. The study has analyzed the impact of attitude toward Islamic marketing, ethnocentrism and religiosity on the perceived compliance of Islamic marketing. The study is empirical and based on the primary data. Data collection has been carried out through the distribution of structured questionnaires and online survey. The results show that businesses in Bangladesh do not satisfactorily comply with sharia principles to conduct marketing activities. Moreover, the study shows that religiosity has significant negative impact on perceived compliance of Islamic marketing practice but ethnocentrism has significant positive impact. Attitude toward Islamic marketing has negative insignificant effect on perceived compliance of Islamic marketing.