Mhd. Sarif, Suhaimi and Ismail, Yusof and Zainudin, Dolhadi and Yahya, Rohaziah (2025) Empowering responsible consumers through taqwa-driven ta’awun (mutual cooperation) in disruptive economies. South East Asia Journal of Contemporary Business, Economics and Law, 36 (1). pp. 65-79. ISSN 2289-1560
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Abstract
In today’s fast-changing digital economy, customers are no longer just users of products and services. They now play an active role in shaping a more sustainable future. With the rise of artificial intelligence, digital platforms, and new technologies, economic systems are becoming more disruptive. In this situation, sustainability cannot rely on businesses alone. This study shows that empowering responsible consumers through ta’awun or mutual cooperation and consultation, offers a practical and ethical way forward. Based on interviews with consumer activists, the findings suggest that when consumers work together with honesty, resilience, and God-consciousness, they are better able to adapt responsibly to changing laws and business practices in the digital economy. When ta’awun supports responsible consumerism, it helps build strong social networks. These networks promote education, public awareness, and digital literacy, which guide people toward more sustainable choices. At the same time, making environmentally friendly products more available, and giving incentives to businesses to act ethically, strengthens cooperation between consumers, businesses, and regulators. Under these conditions, business innovation is not driven by profit alone. It is also guided by fairness, responsibility, and long-term sustainability. Overall, the study finds that cooperation rooted in taqwa can reshape consumption habits in the digital age. This ensures that technological change leads to shared prosperity rather than widening social inequality. For future research, the study suggests involving policymakers and civil society groups. This broader engagement can help develop policies that protect consumers, promote ethical use of Artificial Intelligence (AI), and bring Islamic values of cooperation and responsibility into global discussions on sustainability.
| Item Type: | Article (Journal) |
|---|---|
| Uncontrolled Keywords: | Responsible consumerism, Taqwa, Disruptive economies |
| Subjects: | BPH Islamic Economics > BPH830.3 Social systems. Urban groups. Cities and towns. Sustainable urban development H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5387 Business ethics |
| Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): | Kulliyyah of Economics and Management Sciences > Department of Business Administration |
| Depositing User: | Dr Suhaimi Mhd Sarif |
| Date Deposited: | 19 Jan 2026 10:19 |
| Last Modified: | 19 Jan 2026 10:19 |
| Queue Number: | 2026-01-Q1633 |
| URI: | http://irep.iium.edu.my/id/eprint/126827 |
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