Socio-religious perspective, consumer’s product awareness and consumer acceptance level of Islamic Financing

The study indented to determine the influence of socio-religious intentions & product awareness on consumer acceptance level toward Islamic financing services with mediating role of consumer perception among the bank customers from academic sector of Lahore, Pakistan. The study utilized survey method for data collection and by using convenience sampling collected valid 300 responses from academic sector bank customers. Structural equation path modelling algorithm technique was used to determine association within the selected constructs through the use of Partial least Square (PLS)- Smart PLS 3 software as it effectively estimates measurement model and structural model simultaneously (Ringle et al., 2005). The results indicates all independent variables (socio- religious perspective, product awareness and perception have significant direct effect on consumer acceptance level whereas study also revealed that consumer perception play only one significant mediating role on the association between consumer’s product awareness and consumer acceptance level of Islamic financial services. In conclusion Study highlight the importance of consumer’s product awareness, banker’s get favorable influence on consumer perception through increasing the consumer’s product awareness which further provide aid to managers by referring them vital change in consumer behavior, attitude and willingness to purchase or utilize the Islamic banking services. Study will be helpful for both policy makers and practitioners as it spreads useful innovative understanding regarding consumer acceptance.