Islam and Consumption: Beyond Essentialism

Western scholars have seen Islam to be contrary to capitalism and consumerism. However, our work in urban Turkey indicates the absence of any such contradiction, except perhaps in the case of a few ascetics. Islam and consumerism embrace each other to the extent allowed by mundane restrictions such as income and form consumption styles along class lines. Islam and capitalist markets also support each other as globally-oriented Islamist businesses use religion as a basis for cooperation against competitors. In sum, Islam is only one among many other discourses and ideals that shape consumption.


Ozlem Sandikci and Guliz Ger (2009) ,"Islam and Consumption: Beyond Essentialism", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 210-213.


Ozlem Sandikci, Bilkent University, Turkey
Guliz Ger, Bilkent University, Turkey


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More


Globalizing from the Periphery: The Role of Consumer Paratextual Translation

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia

Read More


Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?

Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.