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Islam and Consumption: Religion Interpretations and Changing Consumerism
Abstract
Today Islam is world's second largest religion but has the highest growth rate among all the top religions. In a few decades, the Muslim population will be the largest consumers on this planet. This chapter tries to bring forth the interpretations of Holy Quran and Ahadees as is along with the current consumer behavior of Muslims using different products. There are different schools of thought based on the understanding of the religion. There are gaps in the actual meaning and the portrayal of the message, along with different interpretations of the theories around Islam. Like every other aspect of life, religion too has its existence in areas which are beyond black and white, in shades of grey, and here lies the marketing potential to fill up this void by understanding the Muslim consumer behavior.
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