An analysis of material consumption culture in the Muslim world

Aliakbar Jafari, Ahmet Süerdem

Research output: Contribution to journalArticle

59 Citations (Scopus)

Abstract

In this paper, we examine the notion of material consumption culture in Islamic societies. We differentiate between institutionalised religion and religion as culture. We contest the Orientalist portrayal of Islam as a fanatic ideology opposed to Western Modernity’s features of secularism, individualism, and pluralism. With reference to the Qur’anic text, we discuss that such qualities are embedded with Islam. We do not interpret the Qur’an from a theological perspective; rather, we seek to demonstrate the possibilities of its multiple interpretations. We argue that, in their everyday life consumption practices, Muslims (re)interpret religious guidelines in different ways and refer to Islam, as a transcendental set of guidelines, to make better sense of their cultural practices in different ways. We summarise our discussion by highlighting the importance of analysing the culture of consumption from the lens of insiders and offer directions for future research.
LanguageEnglish
Pages59-77
Number of pages19
JournalMarketing Theory
Volume12
Issue number1
Early online date8 Feb 2012
DOIs
Publication statusPublished - 1 Mar 2012

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Islam
Muslims
Modernity
Pluralism
Secularism
Everyday life
Individualism
Insider
Contests
Ideology
Cultural practices

Keywords

  • muslim societies
  • consumer behaviour
  • marketing

Cite this

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An analysis of material consumption culture in the Muslim world. / Jafari, Aliakbar; Süerdem, Ahmet.

In: Marketing Theory, Vol. 12, No. 1, 01.03.2012, p. 59-77.

Research output: Contribution to journalArticle

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