Islamic Consumer Behavior: A Discipline or Sub-discipline?

This article aims to identify the appropriateness of classifying Islamic consumer behaviour (GPI) as a sub-discipline. To date, consumer behaviour (GP) is classified as a sub-discipline of marketing and such a classification is also extended to the GPI. Looking at the evolution of knowledge development on GP, especially GP from Islamic perspective or simply known as GPI, this classification should be given another consideration. GPI must stand on its own as a new discipline due to the different philosophical underpinnings of GPI as opposed to conventional understanding. While the existing classification of GP revolves around marketing context, the benefits of GP research are more focused on efforts to improve the service or product providers as opposed to consumers. The focus of the GPI should shift to a broader context (not limited to only the marketing discipline) with the aim of understanding the current reality and the ideal cases according to the shariah framework.