Examination of extravagance behavior of muslim consumers in the context of rational consumption and conspicuous consumption: A cross-cultural comparative study

Throughout history the meaning of consumption phenomenon which is an essential action of human life has undergone various changes and transformations over time. This change and conversion is considered as a reflection of the culture of an exact period. Religion as a component of culture has a great influence on the behavior of individuals especially when it is considered within consumption patterns. From this perspective consumption behavior of Muslim individuals began to be evaluated as an important topic by both businesses and researchers. The main objective of this study is to explain the similarities and differences between the perceptions of Muslim consumers from different region and different cultures towards extravagance which is regulated by certain recommendations and warnings in Islamic sources. In this context the effect of rational and conspicuous consumption on extravagance is investigated through a cross-cultural approach. For this purpose a survey was conducted through Muslim individuals from Turkey, Qatar and Indonesia. Through this study the religiosity degree, conspicuous and rational consumption behavior and the view on extravagance of Muslim consumers were measured. According to the data obtained from the study revealed the effects of religiosity degree of people on rational consumption and conspicuous consumption behavior and the view on the concept of extravagance. The results showed that there are certain differences and similarities among cultures both in the context of religiosity and consumption patterns. The results also revealed that the differences between religiosity degree and the level of income has a significant effect on rational, conspicuous consumption and extravagance behavior.