Predicting Muslim MSMEs customer behavioral intentions at Islamic marketplaces through Islamic entrepreneurship context and principles

PurposeThis study aims to examine the effect of the Islamic entrepreneurship context and principles on Muslim micro, small and medium enterprises (MSMEs) customer behavioral intentions in Islamic marketplaces. In addition, it explored the capability of Islamic entrepreneurship principles to mediate the effect of the Islamic entrepreneurship context on Muslim MSMEs customer behavioral intentions.Design/methodology/approachResearch data were collected from Muslim MSMEs customers across ten Islamic marketplaces in Indonesia by using purposive, snowball and nonprobability sampling techniques. The data were subsequently processed using SPSS and structural equation modeling with the AMOS software.FindingsThe findings demonstrated that the Islamic entrepreneurship context and principles positively affected Muslim MSMEs customer behavioral intentions in Islamic marketplaces. Furthermore, Islamic entrepreneurship principles could fully mediate the effect of the Islamic entrepreneurship context on Muslim MSMEs customer behavioral intentions.Originality/valueThis study contributes to the understanding of the correlation between the Islamic entrepreneurship context and principles as antecedents and Muslim MSMEs customer behavioral intentions as the consequent, extending the theory of reasoned action.