Materialism as a double-edged sword: ethical consumption in a Muslim-majority market

Purpose This study aims to investigate the role of materialism in shaping ethical consumption behavior (ECB) within a Muslim-majority context. While materialism has traditionally been viewed as incompatible with Islamic and ethical values, this paper explores its potential to inhibit or condition ethical choices, particularly when aligned with status-seeking motives, in relation to environmentalism, fair-trade attitudes and consumption ethics. Design/methodology/approach A quantitative approach was adopted, using structured surveys distributed to 327 respondents in Pakistan, comprising students, faculty and professionals. Structural equation modeling using AMOS was used to test both the direct relationships and the interaction effects of materialism with key ethical constructs influencing consumption behavior. Findings Results indicate that environmentalism, fair-trade attitudes and consumption ethics are positively associated with ethical consumption. Materialism shows statistically significant interaction effects with environmentalism and consumption ethics in relation to ECB, suggesting that status-driven motives can enhance sustainability behaviors where ethical products confer social prestige. Conversely, materialism does not significantly moderate the relationship between fair-trade attitudes and ethical consumption, likely due to the overriding influence of religious imperatives such as Adl (justice). Research limitations/implications The study’s cross-sectional design and reliance on a convenience sample of university-affiliated respondents limit the generalizability of the findings. Future research should adopt longitudinal methods, examine industry-specific dynamics and explore the multidimensional nature of materialism for broader applicability. Practical implications Marketers in Islamic markets may strategically position eco-friendly and ethical products as symbolically valued offerings to appeal to consumers with stronger materialistic orientations. At the same time, fair-trade campaigns should prioritize messaging grounded in intrinsic ethical and religious values to resonate with Sharia-oriented audiences. Social implications By offering culturally grounded strategies for promoting ethical consumption without disregarding consumer aspirations for social recognition, this study supports sustainable development goals in alignment with local values and community norms. Originality/value This study is among the first to empirically examine materialism’s moderating role in ethical consumption within an Islamic context. It provides a nuanced, culturally relevant framework for understanding value-driven consumer behavior in emerging Muslim markets.