Hedonic and Utilitarian Consumption Motivations for Sharia Products in the Digital Era

Abstract

The rapid expansion of digital commerce has significantly transformed the purchasing behavior of Muslim consumers, particularly university students who actively engage with e-commerce platforms. Consumption decisions regarding Sharia-compliant products are no longer determined solely by functional considerations but are increasingly influenced by hedonic motivations, utilitarian evaluations, and religious values. Despite extensive studies on consumer behavior, limited research has simultaneously examined the interaction among these three dimensions across different academic backgrounds. This study aims to analyze hedonic and utilitarian consumption motivations, compare the perceptions and purchasing experiences of Arabic Language Education and Management students, and examine the role of religiosity in shaping consumption behavior toward Sharia-compliant products. A qualitative descriptive-comparative approach was employed. Data were collected through semi-structured interviews, open-ended questionnaires, and documentation involving university students who had previously purchased Sharia-compliant products through e-commerce platforms. Data were analyzed using the Miles and Huberman interactive model consisting of data reduction, data display, and conclusion drawing. The credibility of the findings was ensured through source and method triangulation. The findings indicate that both hedonic and utilitarian motivations influence students' purchasing decisions but with different emphases. Arabic Language Education students primarily associate consumption with Islamic values, spiritual satisfaction, and Sharia compliance, whereas Management students emphasize product quality, efficiency, convenience, and economic value. Religiosity functions as a balancing mechanism that integrates emotional satisfaction with rational evaluation, enabling students to maintain consumption behavior consistent with Islamic principles. This study contributes by proposing the Religiosity-Integrated Consumption Motivation Model (RICMM), which conceptually explains how religiosity integrates hedonic and utilitarian motivations in shaping sustainable Muslim consumer behavior within the digital commerce environment.