Consumer behavior: Incorporating the concept of Zuhd into an integrated value for responsible consumption

• Main Authors: Akbar, Mohamed Aslam, Abd. Aziz, Hassanuddeen
• Format: Book Chapter
• Language: English
• Published: Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia 2021
• Subjects: HB126.4 Islamic Economics; HB801 Consumption. Demand
• Online Access: http://irep.iium.edu.my/94423/1/94423_Consumer%20behavior%20Incorporating%20the%20concept%20of%20Zuhd.pdf; http://irep.iium.edu.my/94423/

Based on Alfred Marshall’s assumptions of microeconomics, consumer behavior and satisfaction focus on maximizing utility. The conventional theories are more mathematical, explaining consumer behavior theory, while Islam emphasizes moral value, ethics, and limitations in consumption. Zuhd literally connotes emotional detachment, renunciation, austerity, and self-discipline. Even though a Muslim is permitted to enjoy fully whatever unforbidden pleasure God bestows on him, Islam nevertheless encourages and praises those who restrain luxury in favor of a simple and pious life. Zuhd as a restraint is the act of holding back, which refers to keeping something under control, decluttering, simplifying, and minimalist living. The idea of minimization has widely spread in early Muslim scholar’s writings such as al-Shaybani, al-Muhasibi, Ibn Abu Dunya, and al-Ghazali. The current chapter refers to Ihya ulum al-din of al-Ghazali for further study and promotes zuhd, which is one of the demanded qualities within all Muslim individuals, and it is defined as a quality that puts the life of the Hereafter on the higher point compared to this temporary worldly life.