When Faithful Consumption Meets Modernism

Abstract

Today's Islamic understanding cannot be explained by only rules determined by that religion. The interpretation of Islam is altering, leaving an open discussion of how much of the Islamic rules are interpreted and put into real life practice. This chapter aims to understand this dynamic behavior of consumers under the framework of Islam: how it alters consumption intentions and behavior. This altering process will intensely be observed with Turkish consumers, knowing that Turkey has a unique characteristic among the countries that practice Islam as the major religious belief. Thus, the authors make a review to emphasize different preference related issues from a wider perspective. They start by focusing on general consumption contexts followed by patterns including fashion, travel, food intake, finance, anti-consumption activities, and other special occasions, finalized by conclusions and future research directions.