Behavioral Intention to Adopt Islamic Banking in Pakistan: A Study Based on Theory of Planned Behavior

Shahab Aziz , Zahra Afaq & Uzma Bashir
Published Online: December 2018

The aim of this study is to find out the behavioural intentions to adopt Islamic banking in Pakistan. The proposed model is based on ‘Theory of Planned Behaviour’ which is widely applied in consumer behaviour studies. This theory comprises behavioural, normative and control belief structures which shape consumers’ intentions. The data for the present study were collected from two cities of Pakistan, Islamabad and Rawalpindi, through survey from 186 individuals. For data collection, non-probability, judgmental sampling technique has been used. The data has been analysed by using partial lease squares structural equation modelling (PLS-SEM) technique. The result of the study reveals that behavioural, normative and control beliefs are significant determinants of adoption of Islamic banking in Pakistan. It has been found that behavioural beliefs are very important for Islamic banking adoption. However, control beliefs appear to be the most significant in adoption of Islamic banking.


Islamic banking adoption, Theory of planned behaviour, behavioural beliefs, control beliefs, normative beliefs.