Developing a Model of Consumer Behavioral Analysis According to Islamic Principles

This study presents a model for designing and analyzing consumer behavior. Using heuristic approach based on the Islamic literature، the research model was achieved. The model consists of three variables: stinginess، moderation and extravagance. The variables stinginess، moderation and extravagance are based on the behavior of consumers in relation to themselves and others and form the model of consumer behavior analysis in a continuum. Based on this model، nine consumer models have been obtained and it could be claimed that each individual acts according to one of them. These patterns include «spendthrift»، «spendthrift/others-moderate/oneself»، «spendthrift/others-stingy/oneself»، «moderate/others-spendthrift/oneself»، «moderate»، «moderate/others-spendthrift/oneself»، «stingy/others-spendthrift/oneself»، «stingy/others-moderate/oneself»، and «stingy». In order to analyze consumer behavior and direct it towards the desired pattern، i. e. moderation in consumption، consumption pattern coordinate system has been developed. Under this system، consumption area consists of four strategic domains: extravagance-based، extravagance/stinginess-based، stinginess-based، and stinginess/extravagance-based.