Abstract:

There is an increasing demand for fund investments among Muslim and non-Muslim  investors.   More importantly, there is a need to convert those ethical investment into shari’ah compliant investment, hence, increasing the size of the shari’ah-compliant products worldwide.    The purpose of this paper to address mindful consumption,  which is propagated  by Sheth et al. (2011,) where they discuss  sustainability in the context of customers rather than the organization.  Social cognitive theory, in addition to theory of planned behaviour is used towards modelling mindful consumption among Malaysian investors.