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Liquid consumption and Islam: The Continual Drift Adjustment (CDA) framework

Nilufar Allayarova (School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand)
Djavlonbek Kadirov (School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand)
Jayne Krisjanous (School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand)
Micael-Lee Johnstone (School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 20 March 2023

Issue publication date: 4 January 2024

112

Abstract

Purpose

The purpose of this paper is to explore the tendencies of liquid consumption in Muslim communities and analyse its impact on Muslims’ consumption practices from the holistic perspective. Liquid consumption refers to a transient and less-materialised mode of consumption that requires both minimal attachment to possessions and hybrid ownership.

Design/methodology/approach

This is a conceptual paper that is based on the distinction between Islam as a holistic perspective and Islamic practice as it is applied in different contexts and situations. The Continual Drift Adjustment (CDA) framework of Muslim consumers’ behaviour is developed to be deployed as an analysis framework.

Findings

The CDA framework maintains that some problematic cases of Muslim consumption behaviours indicate the drift towards disbalance. Depending on their nature, liquid consumption practices can have different impacts on the drift. Liquid consumption practices underscored by instrumental dissemblance, intellectual insecurity and spiritual scepticism intensify the drift, whereas the incorporation of spiritual sincerity, faithful submission and existential gratefulness into practices and behaviour helps to attenuate the drift.

Research limitations/implications

This research contributes to the theory of liquid consumption by incorporating the religious perspective. Liquid consumption in Islam is a complex area of research, specifically considering the ambivalent meanings of liquidity in Islamic thought.

Practical implications

Marketers of liquid consumption solutions must be aware of these offerings’ double-edged impact on the well-being of Muslim communities. Muslim consumers should be guided towards spiritual sincerity, faithful submission and existential gratefulness in the best way possible, although it must be noted that the customary techniques of marketing would lean towards stimulating the disbalance.

Originality/value

This research is unique because it deals with a topic that has not been researched in the Islamic marketing discipline to this date.

Keywords

Citation

Allayarova, N., Kadirov, D., Krisjanous, J. and Johnstone, M.-L. (2024), "Liquid consumption and Islam: The Continual Drift Adjustment (CDA) framework", Journal of Islamic Marketing, Vol. 15 No. 1, pp. 101-123. https://doi.org/10.1108/JIMA-05-2022-0138

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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