Abstract:
The interest of consumer in practicing green marketing has become a norm. Islamic consumer hunger of Islamic marketing approaches. A certain number of articles and books have been written by researcher and author in order to share also distribute knowledge to consumer. This is more likely to protect consumer welfare. In this review essay, the authors propose “4H’s” Consumer Welfare approach which can be practice by Islamic Marketing in the light of Shariah law. Shariah, in layman's terms, is the code of conduct of Islam. It is better known as the religious law of Islam. Shariah law is derived from two primary or revealed sources which are the Quran and Prophetic traditions and one secondary or non-revealed source which is the juristic reasoning or Ijtihad. Treating green marketing as a subset of Islamic marketing and not as being independent from the later, this essay seeks to produce a fresh approach of marketing mix (Hoist, Harmonious, Homage and Handy) with an emphasis on consumer welfare, targeting not only Muslim but also non-Muslim consumers.
