Islam

Islam, the most recent of the monotheistic religions, originated in the Arabic peninsula in the seventh century. Today, the inhabitants of the Middle East and North Africa are predominantly Muslim. Moreover, large Muslim populations reside in southern, Southeast, and central Asia, and there are Muslim communities in the Balkans, Russia, Europe, and North America. In Arabic, the word Islam means “to accept, surrender or submit;” accordingly, the faith requires that believers demonstrate full submission to God. The book of Islam, the Qur'an, acknowledges all the prior prophets, including Moses and Jesus, and sees Muhammad as the final prophet.

Islamic faith is built on five pillars: Shahada, testimony of faith; Salat, daily prayer, executed five times a day; Zakat, almsgiving; Sawm, fasting during the month of Ramadan; and Hajj, once in a lifetime pilgrimage to Mecca for those physically and financially fit. In addition, orthodox adherents follow sharia, the Islamic law, which regulates public and private as well as religious life. Sharia shapes many aspects of daily life from personal diet and dress to banking. Islam also distinguishes haram (forbidden) from halal (lawful) and encourages believers to consume halal versions of foods, drinks, clothing, hygiene products, financial instruments, and so on. However, the interpretations and practices of Islam show great diversity across different cultures. While much stricter versions of Islam are followed in Afghanistan and Saudi Arabia, more moderate adaptations are observed in Turkey and Tunisia.

While all religions by definition give priority to spirituality over materiality, or the sacred over the profane, history shows that faith, commerce, and consumption have always been intertwined. Depictions of important pious figures in novels, poems, history books, paintings, and miniatures indicate lavish consumption and possessions of these people and their families. Similarly, in contemporary times, despite the stereotypical perception of Islam as anticonsumerist and anticapitalist, investigations of consumption in Islamic geographies indicate a consumerist ethos [Page 815]and lifestyle. Muslim consumers, whether they live in Dubai, Istanbul, or London, are just as interested in brands, designer clothes, trendy cars, plasma televisions, five-star resorts, travel, luxury homes, fast foods, and private education for their children as any other consumer (Godazgar 2007; Navaro-Yashin 2002; Sandikci and Ger 2002; Starrett 1995). Muslim entrepreneurs and business people, whether they operate in Germany, Kuwait, or Malaysia, are as concerned with making profit in various sectors such as food, beverage, information technology, tourism, media, and construction as any other capitalist (Demir, Acar, and Toprak 2004; Khan and Bhatti 2008). Such practices and lifestyles are consistent with Islam's acceptance of worldly pleasures.

Even though sharia and the notion of haram impose many restrictions in consumption of food, drink, clothing, and leisure activities, Islam acknowledges that pleasurable enjoyment of material things is important in life (Ülgener 1981). It propagates hedonism as long as it is moderate and moderated through practices such as zakat. Acquisitiveness must be balanced by compassion, generosity, and sharing wealth. The discourses of moderation and balance serve to legitimize consumption and ensure that one's morality is intact (Belk, Ger, and Askegaard 2000). For example, in the case of clothing, modesty and pleasant appearance act as key ethical tenets that shape the practice (Sandikci and Ger 2005). Many urban faithful women spend a lot of money on designer clothes, shoes, and accessories and “work” diligently to craft fashionable yet religiously appropriate looks. They justify their interest in fashion by negotiating what modesty and pleasant appearance mean and require. They state that they buy many designer and branded outfits and fashion accessories not to attract the male gaze but to reflect an appealing image. They argue that by dressing fashionably, they do not jeopardize their modesty. On the contrary, they fulfill an Islamic duty—looking beautiful—and also act as role models to inspire others to dress according to Islamic principles.

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