August 11, 2025BusinessesOpen Access

Faith and Finance: Understanding Muslim Consumers’ Identity in Pakistan’s Traditional Banking Sector

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Role identity significantly influences bank choice among Muslim consumers, even with religious considerations involved.
Consumers face identity conflicts when selecting between Islamic and non-Islamic banking options, leading to complicated decision-making.
Qualitative research highlights that group identity appears to minimally impact banking decisions in this context.
Findings suggest deeper insights into identity influences can inform banking strategies tailored for Muslim populations.

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Qualitative analysis uncovers how consumer identity influences banking decisions in Pakistan, suggesting nuances in role identity's impact.

Ashraf et al. (2025) studied this question.

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Qualitative analysis uncovers how consumer identity influences banking decisions in Pakistan, suggesting nuances in role identity's impact.