CRITICAL REVIEW: IS RELIGIOUSITY AN IMPORTANT DETERMINANT ON MUSLIM CONSUMER BEHAVIOR IN MALAYSIA

Abstract

In a constantly changing and increasingly globalized world, the construct of
culture and subculture have become increasingly central to the consumer behavior
literature. Religion still plays a significant role in influencing social and consumer
behavior. Religious belief is a significant factor in influencing consumption
behavior because by the rules and taboos it inspires. Furthermore, religiosity
represents an inherent human value which tends stable over a fairly long period of
time, and finally, many elements of religiosity are observable, and therefore of
pragmatic value to marketers (Khraim, 2010).
Islam is a religion that guides Muslims in every aspect of life, not just in
specific acts of worship. For instance, in the Quranic verse, Al Isra’:26-27, Allah
commands Muslims not to consume or spend extravagantly, but to spend in a way
of Allah. Some other guidance which have been provided for by Islam are how
and what to trade, how to interact with others and what can be consumed. Eating
and drinking are strictly followed according to the Islamic rules in the everyday
life of the Muslim society. But these norms however vary between different
religious faiths and degree of observation.
This discussion note provides comments on the issue, in particular the one
under the notion of muslim consumer behavior in Malaysia written by Bro Syed
Shah Alam, Bro Rohani Mohd, and Bro. Badrul Hisham.