The impact of basic values on consumer purchase intention of takaful with moderating role of similarity of competitors

Purpose - This study aims to determine the impact of basic human values on consumer purchase intention of takaful. The core purpose of this study is to establish the moderation of similarity of competitors between the proposed relationship of tradition value, conformity value and consumer purchase intention of takaful. Design/methodology/approach - This study supports the positivist philosophical paradigm and follows quantitative research methods, cross-sectional approach and close-ended questionnaire technique for data collection. The IBM SPSS and AMOS programs were used to perform data analysis. Findings - The finding reveals that tradition value produces positive effect and stimulation value produces negative effect on consumer purchase intention of takaful. Meanwhile, the similarity of competitors moderates the proposed relationship of tradition value, conformity value and consumer purchase intention of takaful. Research limitations/implications - The scope of this study is limited to measure the role of tradition value, conformity value, stimulation value and self-direction value. However, future studies should investigate the role of hedonism value, achievement value and universalism value in consumer purchase intention of takaful. Further, the data collection from three major cities of Pakistan is considered as a main limitation of this study including scarcity of time and resources. Future studies should enhance the geographical scope of research by including large and small cities, town and rural areas to enhance the generalization of the study. Originality/value - The present study highlights leading challenges faced by takaful industry including the perception of similarity of competitors that create confusion in the mind of consumers. This study also introduces the role of basic human values in activating consumer’s intention to purchase takaful services.