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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.

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.

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.

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.

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.

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

The purpose of this paper is to explore economic conditions of contemporary society to provide insight into the ways in which the consequences of disaster, including environmental migration, are accentuated.

This research draws on Zygmunt Bauman’s theory of liquid modernity and notions of development to analyse disaster. From the analysis, a new concept, liquid development, is proposed and critiqued as a contributing factor leading to severe contemporary disaster.

Liquid development provides a new way of making sense of the conditions and consequences of economic growth and a business as usual attitude. It further provides a framework to explore the potential disaster of environmental migration in the Pacific Islands arising from liquid development driven climate change-induced sea level rise.

Analysing these conditions provides greater understanding of the resulting impact of disaster, creating awareness and informing the need for accountability and social policy. This study aims to contribute to further practical and research enquiry that will challenge liquid developers to reconsider their impact and to accept responsibility for vulnerable members of society as part of their business as usual structure.

This paper adds to Bauman’s understanding of the consequences of globalisation through the construct of liquid development. It also continues his debate by giving awareness to the global issue of environmental migration.

In their work on ‘online consumer stewards’ in E-sports, the authors point to the competing social and commercial imperatives that govern behaviour and who can be seen as ‘authentic’ in a fast-paced digital environment. Drawing on insights from Bauman’s work on ‘liquidity’ they explore the case of Starcraft II, a global, multi-player online game, and show how the most successful stewards need to be both adaptable and free-floating whilst at the same time anchored in solid community structures. The most successful of these stewards are then able to leverage this (perceived) authenticity to meet both community and commercial objectives.

This chapter explores theory and local context of socially constructed pandemic fears during COVID-19; how material and non-material fear objects are construed, interpreted and understood by communities, and how fears disrupt social norms and influence pandemic behavioural responses. We aimed to understand the lived experiences of pandemic-induced fears in socioculturally diverse communities in eastern Indonesia in the context of onto-epistemological disjunctures between biomedically derived public health interventions, local world views and causal-remedial explanations for the crisis. Ethnographic research conducted among several communities in East Nusa Tenggara province in Indonesia provided the data and analyses presented in this chapter, delineating the extent to which fear played a decisive role in both internal, felt experience and social relations. Results illustrate how fear emotions are constructed and acted upon during times of crisis, arising from misinformation, rumour, socioreligious influence, long-standing tradition and community understandings of modernity, power and biomedicine. The chapter outlines several sociological theories on fear and emotion and interrogates a post-pandemic future.

Purpose – The purpose of the current research is to enhance our understanding of how nouveaux pauvres consumers use consumption to cope with their life situations. We use the term nouveaux pauvres to represent middle-class consumers who experience a decrease in sociocultural status relative their previous situation.

Methodology – The data for this study were collected over a four-year period in Sweden, Turkey, and the United States. Various qualitative data collection and analysis methods were used, such as phenomenological and ethnographic interviews, as well as ethnographic observation.

Findings – We identify three different ways that nouveaux pauvres consumers experience their loss of status. Some experience feelings of shame and guilt, others are left in a vacuum and some grieve their lost identity position. We then propose three different strategies that nouveaux pauvres consumers might choose to cope with the loss of status. Some engage in inventing a new consumer role for themselves, others choose a more reluctant strategy of opting out of social circles and isolating oneself, and finally there are those that engage in straightforward reconstruction of their old identity. Furthermore, each of the three consumption strategies links to a specific kind of downward movement – from unfamiliar/familiar to familiar/unfamiliar social spaces – for each individual.

Originality/value of paper – The consumer experience of downward status transformations has been curiously neglected in consumer culture theory. Since contemporary consumer cultures are increasingly characterized by liquidity and movement, it is likely that the experience of descending in status will be more common in the future and therefore of utmost importance to understand more fully.