What is Khalifah

The chapter considers the views of Islam, consumer, and consumption researchers on the compatibility and incompatibility of Islam with sustainable consumption. To this end, the author examine the consumers' motivations for consumption and critically evaluate their parallels within Islamic norms. Then, the notions of Islam and consumption are analyzed and evaluated in depth. The study also attempts to show the Muslims' perception of consumption and motivation. The findings suggest that Muslim consumers in Nigeria are motivated to practice sustainable consumption and are driven primarily by their Islamic understandings. This study, therefore, recommends the concept of moderation as a major Islamic motivation to consumption sustainability and if put in place could result in a compatible motivation to sustainable consumption.