Effects of the Islamic Marketing Mix on Consumer Behavior

Abstract

This article investigates the profound influence of the Islamic Marketing Mix (IMM) on Muslim consumer behavior, arguing that this ethical framework transcends conventional market dynamics rooted purely in profit and utility. Driven by the multi-trillion-dollar global Halal economy, the IMM necessitates adapting the traditional 7 P's (Product, Price, Place, Promotion, People, Process, Physical Evidence) to adhere strictly to Shariah principles, particularly Tawhid (divine unity) and Adl (justice/equity). The study finds that the IMM functions primarily as a risk-minimization and trust-building mechanism. Behavioral analysis reveals that adherence to IMM standards, such as Halal and Tayyib (wholesome) products, transparent pricing free from Ribā (interest), and verified Process (Shariah certification)   ,fundamentally shifts consumer decision-making. Consumers exhibit strong identity-based loyalty, viewing compliant consumption as the fulfillment of a religious obligation, rather than just economic satisfaction. This loyalty is further amplified through positive community endorsement. The article concludes that the IMM provides a powerful, sustainable competitive advantage, positioning compliant firms not merely as niche providers, but as leading actors in the global ethical commerce movement.