Women and Consumption: An Economic Perspective

Recent years have seen considerable interest in understanding and predicting consumer behavior and the motivations behind it. Consumers, whether men, women, or children, are now viewed through the lens of influence and being influenced, with a focus on changes in their behavior and the reasons for these changes.

Women can be the cornerstone of economic consumption rationalization if they focus on this aspect. However, it is observed that economic consumption rationality among women is not at the desired level for rational female behavior, given the numerous occasions, customs, traditions, and social ties.

A journalistic investigation into "Saudi Women and Economic Rationality" yielded important findings, including: the economic rationality of women is insufficient, media outlets should contribute to spreading consumer awareness, and literacy programs need information that encourages economic consumption rationalization.

Some studies have indicated that 88% of Saudi families spend more than their consumption needs.

Economic consumption rationalization can be achieved by spreading consumer awareness among wives, teaching consumer rationalization as part of the curriculum at different educational stages, and holding women's seminars related to consumer behavior.

It is observed that the female community has been affected by the consumer society phenomenon prevalent in most Islamic countries. Individuals in these countries have turned to an overwhelming desire for quick wealth and chasing earnings for more consumption and better luxury, with a continuous desire for more and more purchases. This has led to the primary concern of individuals in these societies becoming reaching the level of Western consumer society.

Deborah Friedman states that adopting modern consumption methods is a common form of change. Buying and using modern tools requires interaction with modern sectors of society, thereby acquiring modern behavioral patterns.

In our current era, women, like men, suffer from a craving for shopping, or shopping addiction. American social researcher Patricia Roberts says: "Shopping addiction is no less dangerous and psychologically destructive than alcohol and drug addiction!"

Therefore, attention must be directed to the phenomenon of shopping addiction or "shopping fever." Some researchers mention that shopping addiction can be a reaction to depression, psychological stress, and anxiety. The individual finds their only outlet in excessive shopping, buying goods they do not need. It is observed that men share with women the desire for excessive shopping. Long ago, Umar ibn al-Khattab, may Allah be pleased with him, said to Jabir ibn Abdullah: "Do you buy everything you desire?"

Female purchasing behavior is often characterized by spontaneity, or what is called impulsive buying, which is buying goods that were not in the buyer's mind before entering the store. Studies have shown that 60% of purchasing decisions are impulsive decisions.

This type of purchase has become a common consumer habit and behavioral phenomenon. In an investigation into "shopping fever," the responses supported this phenomenon and type of purchase. One person said: "We go to the market and surrender to temptation and buy what we don't need." Another said: "I came to the market with no intention of buying, and things came to my mind, so I bought them." A third said: "I buy things in excess of my needs."

Women's consumer behavior is characterized as luxury consumption, taking the form of spending on recreational or luxury goods for boasting and showing off, driven by a desire for fame and distinction. This is a manifestation of extravagance and wastefulness.

Therefore, luxury consumption is spending on non-essential, luxury goods on unnecessary occasions, characterized by extravagance and waste, with the intention of showing off, seeking attention, and compensating for a specific social deficiency.

Badria Al-Mutairi, in an investigation into "Shopping Obsession in Women," says: "Some women buy non-essential items beyond their means and push men to spend a lot beyond their limits!"

Shopping fever has become widespread because of promotional pressures to buy, the race to raise living standards, sales facilities, and display methods. All these pressures, in addition to the psychological motives that also control people, have trapped many families in the snare of this unnatural obsession.

Regarding the motives that drive women to emotional shopping addiction, Fawzia Khalil stated in an investigation into "Shopping Obsession in Women": "This addiction is always emotional; it arises within a person and drives her in a fleeting moment under the strong urge that controls her to achieve this emotional release. For her, this represents a way of compensating for repressed needs and desires. Perhaps hoarding food and clothes and filling homes with purchases for some women is due to emotional suffering resulting from deprivation, anxiety, marital unhappiness, lack of friends, or insufficient affection. This obsession is more common among women."

It is common among us that women are more extravagant than men, whether in their clothing or spending. However, there are men who are more extravagant in their money, behavior, and possessions. The matter is relative and is linked to the number of temptations available to an individual towards extravagance.

The important question remains: who is more extravagant; men or women, or both?

It has been said: Only women are responsible.

It has been said: Only men are responsible.

The truth is: Both men and women are responsible, although extravagance and waste are relatively more prevalent in the female community.

Sabah Al-Maliki, in an investigation into "Is Extravagance a Disease or a Cure?", in response to the question of who is more extravagant, said: "Women are more extravagant than men, as they need multiple clothes, accessories, cosmetics, and household necessities, and they like to have multiple clothes for their children to look appropriate."

It is well known that Islamic teachings call for limiting excessive spending and suffice with necessities. Avoiding superfluity and sufficing with necessities is a primary demand. For example, a woman has the right to adorn herself with anything that enhances her beauty and femininity, but without excess, and according to observed Sharia controls.

Islam recommends moderation in wearing clothes and dislikes showing off and excessive artificiality. It prefers simplicity and rejects extravagance in expenses. Therefore, moderation is the essence of virtue and the best of matters.

Among the main principles on which the economic system in Islam is based is the principle of moderation, where there is neither extravagance nor stinginess. Allah says:

“And do not make your hand chained to your neck or extend it completely.” (Al-Isra: 29)

And He, Glorified be He, says:

“And those who, when they spend, are neither extravagant nor stingy, but are ever between that [in moderation].” (Al-Furqan: 67)

From what has been explained above, this article concludes with some results and facts, including:

1.      Consumer chaos becomes clearly evident when a wife begins to display her expenses, resulting in expenses for goods and food truly swallowing up the monthly income down to the last Riyal.

2.     A wife's desire to buy, whether it is what she needs or does not need, is a cause of some marital problems.

3.     It is observed that shopping addiction is very common among people who are unhappy in their marital lives.

4.    The consumerist mentality or what is known as consumer culture spreads for many reasons, including: the prevailing state of luxury, the import of Western technology, and financial liquidity.

5.     Irrational consumption generates negative effects and outcomes on society, such as: wastefulness and indifference to it, social disintegration, and hindering positive social guidance.