Factors influencing consumers' intention to choose Takaful insurance: a literature review

Les facteurs influençant l'intention des consommateurs de choisir une assurance Takaful: une revue de la littérature

Abderrahim Jaadani and Ali Ouchekkir
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Abderrahim Jaadani: fsjes Agdal - Laboratoire d'études et de recherches en sciences de gestion
Ali Ouchekkir: fsjes Agdal - Laboratoire d'études et de recherches en sciences de gestion

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Abstract: Our paper aims to identify the key determinants of consumers' intention to choose Takaful insurance. While Takaful insurance has experienced steady growth in certain countries, its widespread implementation and adoption remain a challenge in many markets. Takaful insurers face regulatory and cultural obstacles in expanding their business in different regions. Identifying consumers' key motivations to subscribe to these Islamic financial products is essential to overcome these challenges. It would enable stakeholders in this sector to tailor their offerings and marketing strategies to local specificities, in order to gain larger market shares and become a competitor in the conventional sector. Understanding the determinants of purchase intention is a major issue in ensuring the deployment and sustainability of Takaful insurance. In-depth research was conducted in academic databases to identify empirical studies examining intention factors in the context of Takaful insurance through the lens of the Theory of Planned Behavior (TDPB). Studies meeting the inclusion criteria were selected for a narrative synthesis. The review indicates that intention is determined by attitude towards Takaful insurance, subjective norms, and perceived behavioral control, in line with the TDPB model. Moderator factors such as age, gender, income, knowledge, and level of religiosity also have a significant influence. This review provides the first comprehensive synthesis of determinants of consumers' intention to choose Takaful insurance based on the TDPB. These findings offer valuable insights to Takaful insurers and policymakers to understand consumer motivations and design attractive offerings. Further research is needed to refine the understanding of this emerging field.

Keywords: Takaful; intention; decomposed theory of planned behavior; théorie décomposée du comportement planifié (search for similar items in EconPapers)
Date: 2023-08-26
Note: View the original document on HAL open archive server: https://hal.science/hal-04224217
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Published in International Journal of Accounting, Finance, Auditing, Management and Economics, 2023, 4 (4-1), pp.615-630. ⟨10.5281/zenodo.8286613⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04224217

DOI: 10.5281/zenodo.8286613

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