LAUSR

Purpose This study aims to address a leading challenge of confusion about the concept of takāful confronted by existing and potential consumers of the insurance industry. There are multiple sources of confusion, including the lack of consensus among religious scholars to implement a standardized business model of takāful, the lack of knowledge or awareness and the lack of skilled or trained personnel, which prevent existing and potential consumers from adopting takāful products or services. The fundamental concept of takāful is introduced mainly to fulfill the religious, social and economic needs of Muslims. Thus, the choice of takāful activates the religious, cultural, family and traditional values of individuals. Hence, the primary purpose of this study is to determine the impact of tradition value and stimulation value on consumer adoption of takāful services. Further, the scope of this study is extended to establish the mediating role of religiosity and moderating role of confusion on the association between traditional value and consumer adoption of takāful services. Design/methodology/approach This study follows quantitative research methods and a cross-sectional approach for data collection. Thus, the sample is collected from 768 respondents belongs to rural and urban areas by using a close-ended questionnaire. The mediation and moderation analysis are performed by using Andrew F. Hayes process Models-4 and −5. Findings The result reveals that religiosity mediates and confusion moderates the relationship of traditional value and consumer adoption of takāful. However, the traditional value shows a negative effect on consumer adoption of takāful. Moreover, the confusion negatively moderates the association between traditional value and consumer adoption of takāful. Finally, the stimulation value also reflects a negative effect on consumer adoption of takāful services. Originality/value The findings of this study shed novel insights into the existing literature of takāful and basic human values. The outcomes of stimulation values contradict with the findings of Wang et al. (2008). The result of mediation analysis reveals that religiosity plays a vital role in activating the goals of traditional value, which motivates consumers to adopt takāful services. The present study is useful for takāful operators to understand the value priorities of prospect clients belong to rural and urban areas.