An approach to Islamic consumerism and its implications on marketing mix

  • Ahasanul Haque
  • Ali Shafiq
  • Suharni Maulan


This paper discusses consumerism movement from the Islamic pointof view, which implies that all the marketing activities should be done in orderto satisfy the consumers while adhering to the tenets of Islamic ethical system.In line with this, the paper then discusses the significance and practicality ofIslamic marketing and how the traditional marketing mix can be translatedinto the Islamic marketing mix. Specific elements of the marketing mix arediscussed in light of Islamic injunctions. MaqÉsid al-Shari’Éh (Shariah-basedobjective), Qawa’id Al-Fiqhiya (Islamic legal maxims/principles) and UsulAl-Fiqh (Islamic scholars’ judgments) are the main sources to approach theIslamic consumerism and its implementations on marketing mix, where thesesources help find consumers’ rights that could show ways of marketing mix orprogram of product, price, place, promotion and people. This theoretical paperthat holds both academic and practical significance for the need of Islamicmarketing is eminent to gain a firm foothold in Muslim markets.
How to Cite
HAQUE, Ahasanul; SHAFIQ, Ali; MAULAN, Suharni. An approach to Islamic consumerism and its implications on marketing mix. Intellectual Discourse, [S.l.], v. 25, n. 1, june 2017. ISSN 2289-5639. Available at: <>. Date accessed: 22 apr. 2018.