This research paper aims to propose a framework for the development of sustainable Islamic marketing by incorporating principles from both Islamic marketing and sustainability practices.
This study is based on a thematic review of literature, including Quranic verses, Ahadith, Tafseer (Explanation of The Holy Quran), Islamic marketing, theories of consumer needs and recommended sustainability practices.
This research integrates contemporary reviews of Islamic marketing and sustainability, identifying five key themes essential for developing a sustainable Islamic marketing framework: stipulations from Islamic sources of law, theories of consumer needs, consumer needs in Islam, principles and practices of Islamic marketing and sustainable marketing practices. These themes highlight how Islamic principles inherently support ethical consumption, environmental stewardship, corporate social responsibility and sustainable consumer needs. By consolidating these themes, the research provides a comprehensive framework that bridges Islamic marketing practices with sustainability, offering a novel approach to marketing that is both ethically sound and environmentally responsible.
The findings have significant implications for the development of sustainable Islamic marketing strategies. Researchers can use this framework to design studies focused on sustainable consumer need assessment and their well-being.
This research extends the scope of Islamic marketing by integrating sustainability practices into theories of consumer needs, and by synthesizing research on marketing strategies within both Islamic and conventional contexts alongside Islamic stipulations.
