Islamic Consumption Behavior Among Gen Z Muslims: A Qualitative Study on Muslim University Students in Pekalongan

Abstrak

Abstract

This descriptive qualitative study explores how Gen Z Muslim students in Pekalongan understand and practice Islamic consumption behavior, responding the lack of in-depth studies on their lived experiences in digitalization and strong religious traditions. Data were collected through in-depth interviews and observations. Findings of this research show that Gen Z has a critical understanding of the principles of Halal and Thayyib but faces significant vulnerability to Digital Lifestyle Israf, a phenomenon in which the principle of I’tidal (modesty) is compromised for prestige and impulsiveness due to digital marketing. In practice, a contextual fragmentation of Halal standards was found: they use trust in the seller's Muslim identity as a guarantee of halal in informal local environments but demand official MUI labels for risky products from the digital realm. Conflicts emerge in social dilemmas in modern eateries, which are balanced by rational negotiation strategies—choosing 'safe' menus—and positive local negotiation strategies through the integration of Sharia values with Pekalongan's cultural identity. The main theoretical contribution of this research is the introduction of the concept of Digital Lifestyle Israf and the discovery of Halal Standard Fragmentation among Gen Z, which enriches the discourse on Maqasid Sharia in the context of modern consumption.