Normative theory of Islamic consumer behavior (ICB) : in the light of Quran and Hadith

Abstract

The purpose of this research is to introduce the concept of consumer behavior originating from the Islamic Paradigm, which trends to transcend the boundaries of the tradition solely from food-related Halal/Haram dichotomy. It encompasses the whole life of a Muslim consumer by injecting the concept of Halal/Haram into every walk of life. Although several western and Islamic models of consumer behavior (CB) currently exist, most of these theories are influenced by the western and capitalistic way of life. A comprehensive Islamic consumer behavior (ICB) theory strictly grounded in the Quranic verses and free from the actions of Muslims is absent in the literature. This situation requires addressing fundamental questions, such as why the existing theories are inappropriate for addressing Islamic thought and action. How much of the existing Islamic consumer behavior theories are rooted in the Quranic context? What behavioral traits does the Quranic text reveal for a Muslim regarding consumption in this world? Do the existing CB and ICB definitions and terminologies effectively explain the essence of what is desired by mankind in the Quran? Overall, this study attempts to capture the spirit of the ICB prescribed in the Quranic verses and specifically answers the questions raised about the unique ontological meanings of the ICB concepts, the relationships between these concepts, and how these concepts can be reflected in a research framework. Thus, the study has a two-fold objective. Firstly, to develop a theory based upon the Quranic revelations, to explain ICB concepts, and to determine the philosophy and interrelationships. Such a theory should be independent of any biases in the previous studies or the actions of the Muslim community. Secondly, to compare the emergent ICB theory with the existing CB theories to reveal the similarities and dissimilarities. Accordingly, the study collected and identified the Quranic literature using Grounded Theory and thematic content analysis to reveal the relevant concepts to propose an ICB theory. The proposed theory in the study links Insan (human) and Rizq (provisions/ goods) with Halal (permitted) consumption to succeed here and hereafter instead of pursuing western aspirations and methods for maximizing satisfaction. Notably, the theory identifies the path of Shukar (gratitude) and Sabar (patience) for Muslim consumers to accomplish Falah (success) eventually. The study advances the meanings and interrelationships of concepts such as Deen (Islamic way of life), Insan, Rizq, and Falah. Exploration and development of these concepts will educate consumers of the Muslim community to derive benefits in this world and the hereafter. The noviseness of the study is that it proposes a comprehensive framework of Islamic consumer behavior, which has been extracted from Quran and Hadith and collects together primary constructs previously found in scattered forms in several ICB literature. Key Words: Islamic consumer behavior (ICB), Insan, Rizq, Deen, Shukar, Sabar, Falah.