International Review of Business, Trade, and Economics
Awareness, Attitude, and Adoption of Islamic Banking Products and Services in Cameroon: A Mediation Analysis
Abstract
Achamoh Victalice Ngimanang
This study examines the relationship between awareness, attitude, and adoption of Islamic banking products and services in Cameroon, a country with emerging Islamic finance presence despite late development. Using a survey of 100 respondents drawn through stratified random sampling across Cameroon’s regions, the study employs regression analysis and mediation testing to analyse the data. The results show that awareness of Islamic banking has a significant positive effect on attitude towards Islamic banking (β = 0.902, p < 0.001), and attitude towards Islamic banking has a significant positive effect on adoption of Islamic banking products and services (β = 0.332, p < 0.001). The Sobel test reveals a significant indirect effect of awareness on adoption through attitude (z = 2.67, p = 0.0075), confirming partial mediation. The study recommends that Islamic banks in Cameroon invest in targeted awareness campaigns to educate customers about the benefits of Islamic banking products and services. Additionally, policymakers should create an enabling regulatory environment for Islamic banking to thrive in Cameroon, including tax incentives and Shariah governance frameworks.