Factors affecting Attitude and Intention to adopt Sharia Credit Card Among Islamic Banking Users in Pakistan

The research analyzes factors that drive Pakistani Islamic banking customers to adopt Sharia compliant credit cards. The research analyzes how Islamic financial knowledge and perceived usefulness interact with loyalty, religiosity, and management knowledge through the Theory of Planned Behavior and the Technology Acceptance Model to affect consumer attitudes and behavioral intentions. A structured questionnaire yielded data from 267 participants through convenience sampling. Analysis of collected data used Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS. Knowledge of Islamic financial principles alongside effective knowledge management positively influences customer attitudes as well as their intentions to use Islamic credit cards. The statistical analysis confirmed perceived usefulness together with customer loyalty status as essential factors leading to positive attitudes. Religious preferences showed the opposite influence because they strengthened both customer loyalty and useful perception but reduced adoption intent. Perception of Islamic financial practices showed no direct relationship to adoption intention even though researchers expected it would have an influence. This indicates customers have been prioritizing functionality and trust-based factors above religious aspects. The research findings deliver concrete recommendations for Islamic financial institutions to improve product adoption by educating consumers along with clear product disclosure and individualized support. The study advances theoretical elements through a combination of behavioral and ethical finance approaches that question religious sentiment as the sole factor driving Islamic finance product acceptance. The study supports extensive goals that promote financial inclusion and ethical banking practices for Muslim-majority societies by encouraging institutions to meet changing consumer demands.