The Trojan horse of affluence and halal in the Arabian Gulf

The purpose of this paper is to take the case of the United Arab Emirates (UAE) as a starting point for the analysis of the blend between the notions of halal and luxury in the Arab region because the UAE presents an interesting multicultural yet Islamic blend, which has yet not been investigated. Scholarly calls for the assessment of the relationship between consumption and wellbeing have raised interest in conspicuous consumption research. The global phenomenon of luxury consumption has drawn researcher interest at recent times. Despite consumer affluence in the oil-rich Arabian Gulf, research into this phenomenon at this emerging region to-date is still lacking. As the Arabian Gulf is also particularly Islamic, a significant body of literature has addressed halal purchasing yet had failed to examine the intersections between luxury and halal consumption.

The research takes a qualitative methodological approach utilizing unstructured observation and content analysis of 138 visuals collected from prominent shopping malls in Dubai and Abu-Dhabi during the occasion of the minor Islamic Eid following Ramadan.

The results show that the UAE consumer culture combines authenticity with modernity portraying highly savvy cosmopolitan consumers sharing the global values of urbanization within the halal parameters.

The limitations relate to the utilization of the qualitative methodological approach; hence, the research findings need to be generalized with caution to relevant contexts. This research should be regarded as a critical starting point in analyzing the syllogisms between the notions of halal and affluence.

The findings are relevant to consumer culture research which looks at the implications of modern consumption within the boundaries of halal. The research presents a critical approach and questioning of the overlaps between halal consumption, responsible consumption and luxury consumption in a unique multicultural and affluent setting which is the UAE.

The present paper invites academics and practitioners to introspect into the dimensions of responsible consumption, luxury consumption and halal consumption. It asks the critical metaphorical question of whether halal and luxury consumption are two faces of the same coin.

The research concludes with raising critical questions around the boundaries of luxury consumption from an Islamic perspective, thereby combining elements of religion and cultural approaches to Islamic marketing.