Islamic Marketing and Circular Economy to Foster Sustainability of Product Life Cycle Enhancement

Implementation of product life cycle management for resource optimization within the framework of the circular economy in Islamic marketing remains unstudied. This chapter aims to emphasize the sustainability of product life cycle enhancement governed by Maqasid-al Shariah. The Maqasid-al-Shariah methodology and a qualitative approach have guided this chapter to showcase sustainable consumption and production of halal products. The extensive literature on the circular economy was aligned with Islamic principles to achieve resource optimization. Data were analyzed using ATLAS.ti, resulting in thematic and content analysis. The content analysis reveals that the circular economy prioritizes resource optimization while adhering to prohibitions (Haram) and purity (Khabis). However, Islamic marketing can contribute to enhancing the product life cycle for resource optimization with Halal (permissibility) and Tayyib (purity) norms, benefiting both individuals and society. This chapter provides valuable insights for academics interested in exploring the circular economy from the perspective of Maqasid-al-Shariah and Islamic marketing. Ultimately, halal marketers can reconfigure and market their products based on circular economy principles.