Determinants of intention to use Islamic banking: A comparative analysis of users and non-users of Islamic banking: evidence from Pakistan

PurposeThis paper aims to explore the determinants of intention to use Islamic banking and compare the consumer behavior of users and non-users of Islamic banking. This study incorporates the theory of planned behavior in Islamic banking perspective with an additional construct from technology acceptance model.Design/methodology/approachThe research is quantitative in nature, and survey questionnaire was used to get data from four cities of Pakistan. The study manages to get 300 questionnaires from which only 264 were usable for analysis. The structural equation modeling was used for testing the hypotheses.FindingsThe result shows that perceived behavior control and perceived usefulness are the most significant predictors of intention to use of Islamic banking among users and non-users. Attitude turns out to be a non-significant factor for non-users of Islamic banking. Subjective norm is also found to be non-significant with intention to use Islamic banking in both groups.Originality/valueThis study has theoretical as well as practical significance in the subject of consumer behavior in Islamic banking. Theoretically, it attempts to fill the gap caused by the scarcity of research in exploring the consumer behavior towards Islamic banking in Pakistan. This study provides insights into the consumer behavior of users and non-users of Islamic banking and thus presents a comparison. Practically, this study provides guidelines for Islamic banks in introduction, propagation and promotion of Islamic banking products and services to establish Islamic banking as a social norm.