An analysis of material consumption culture in the Muslim world

Aliakbar Jafari, Ahmet Suerdem

Research output: Chapter in Book/Report/Conference proceedingChapter


In this chapter, 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.
Original languageEnglish
Title of host publicationInternational Perspectives of Marketing Theory
EditorsMark Tadajewski , Robert Cluley
Place of PublicationLondon
PublisherSAGE Publications Ltd
Number of pages24
ISBN (Print)9781446273609
Publication statusPublished - 2014


  • consumption culture
  • material consumption
  • muslim


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