FRAMEWORK OF ISLAMIC CONSUMER BEHAVIOR: EXPLORING THE FOUNDATION OF ISLAMIC CONSUMER BEHAVIOR AND MOTIVATION

Abstract

This research paper critically evaluates the key concepts in consumer behavior such as needs, wants, consumerism, self-concept and motivation from Islamic perspective and propose Islamic framework to understand consumer buying behavior. The study uses an integrative review method to synthesize and summarizing the previous literature related to the phenomenon. The content/critical analysis of literature across multiple studies is conducted to summarize and draw the conclusion. The sources reviewed in the paper include holy verses from Quran & Hadith (prophetic narration), peer-reviewed journal articles and other online resources. Findings from content analysis reveals that process of needs and wants satisfaction in Islam is mainly governed by Islamic values, traditions, and principles contrary to rational economic theory. Consumption and satisfaction are broadly lay down on the principles and values derived from Islamic traditions (Quran and Hadith) which are up to some extent contrary to the modern conception of commoditization culture. However, Islamic consumption is meaningful and linked with greater purpose such as well-being, responsibility, moderation, and conservation of resources which equates with the concept of corporate social responsibility (CSR) and sustainability.