This article illuminates the effects of general takaful product pricing on the purchasing behaviour among Muslim’s customers. This article also shed light on the moderating effect of religious orientation to bridge the gaps of inconsistent findings from previous studies even though previous studies have shown the significant relationship between pricing, religious orientation and purchasing behaviour. The random sampling techniques with 387 samples were used determine the sample size for this study. This study applied the structural equation modelling analysis to examine the effects of pricing and religious orientation on purchasing behaviour as well as the moderating effect of religious orientation between pricing and purchasing behaviour. The findings show that pricing and religious orientation have a significant effect on purchasing behaviour. The findings further show that religious orientation has a significant moderating effect between pricing and purchasing behaviour. In conclusion, the findings were discussed at the end of this article.
