Purpose The purpose of this study is to examine the impacts of price fairness and Islamic altruism on the Islamic mortgage adoption along with theory of planned behaviour’s (TPB’s) constructs (i.e. attitude, subjective norm and perceived behavioural control). Attitude is also analysed as a mediator in this study. Design/methodology/approach Using TPB as a baseline theory, this study analyses the Islamic mortgage adoption involving a total of 281 Muslim consumers in Malaysia using partial least squares. Findings The results indicate that attitude, subjective norm, perceived behavioural control and price fairness significantly influence Muslim bank customers’ intention to choose Islamic home financing products. Other interesting findings are also provided. Research limitations/implications This study contains three limitations that include the geographical constraint, respondents’ selection and the limited number of factors used. Practical implications The results obtained can serve as a guideline for bank managers or marketers to generate better strategies, which are dynamic to improve the acceptance rate of Islamic mortgage. Originality/value This study extends the TPB flexibility to integrate with price fairness and Islamic altruism in the Islamic mortgage adoption context.

This study examines the effects of the key factors influencing the intention of first-time house buyers to choose Islamic home financing products. First-time house buyers are selected since they are the major segment of Islamic banks' profit for the Islamic mortgage sector. Drawing upon the theory of planned behaviour (TPB), this study proposes a model to test the effects of attitude, subjective norm and perceived behavioural control on the intention of selecting Islamic home financing. This study also examines the effect of "perceived customer taqwa” on customer receptiveness to Islamic home financing. Based on 150 usable questionnaires, PLS results indicate that attitude and perceived behavioural control of the TPB are instrumental in determining the receptiveness of Islamic home financing products. Besides, the added factor, namely, perceived customer taqwa is influential in explaining the receptiveness- implying that God-fearing and God-conscious in oneself resulted in strong intention to opt for halal products. The findings demonstrate that the enhancement of measurement items for TPB factors as well as generation of new factor reflecting Islamic home financing are relevant in determining one’s decision of Islamic home financing. Besides, the findings could offer support to Islamic bank managers to enhance their planning for Islamic home financing products and develop effective strategies accordingly that benefit their customers.

Purpose Using the theory of planned behaviour (TPB) as an analytical framework, this paper aims to investigate the direct effects of attitude, subjective norm, perceived behavioural control, price fairness and Islamic altruism. It also explores how these path linkages can be moderated by Islamic altruism. Design/methodology/approach Data are gathered via survey questionnaires on 287 Muslim bank customers in major cities of East Malaysia. The data are then tested using partial least squares. Findings The results show that attitude, subjective norm, perceived behavioural control, price fairness and Islamic altruism are significantly influenced by Muslim bank customers’ intention to choose Islamic home financing products. Islamic altruism is also found to significantly moderate the relationship between price fairness and behavioural intention. Research limitations/implications Three limitations are available for future research that include the geographical restriction, respondents’ selection and a limited number of battery items used. Practical implications Essentially, the results of this study serve as a guide for Islamic bank managers or mortgage providers to improve their pertinent marketing strategies, which are vital to enhancing the acceptance rate of Islamic mortgage. Originality/value This study extends the TPB model by incorporating price fairness and Islamic altruism into the Islamic home financing context.

The current study evaluates the effects of the subjective norm, pricing policy, institutional compliance on maqasid and blog influence on attitude towards Islamic home financing preference. Besides, the interaction between attitude and consumer preference of Islamic home financing is also examined. The sample includes 153 customers of Islamic banks in East Malaysia, Malaysia. Data are obtained through a self-administered questionnaire. To analyse the data, structural equation model is employed. The study reports that all determinants examined are instrumental in determining attitude towards Islamic home financing preference. In turn, the attitude is an influential predictor of Islamic home financing preference. The results obtained confirm that the Theory of Reasoned Action (TRA) should be applied for understanding and explaining consumer preference of Islamic home financing in Islamic mortgage context. Theoretically, it was found that pricing policy and institutional compliance added to the theory influence on preference in such context. This study provides valuable insights for Islamic bank managers to plan and upgrade Islamic home financing facilities for an improved consumer preference. While Islamic home financing preference is determined by various factors, this study only considers limited factors. Besides, this study is confined to a specific geography. Hence, future research should consider additional factors and to consider new settings to extend the findings.