“The Islamic moral injunctions influence preferences through moral filtering of the consumption set by identifying the moral ‘bads’. The moral philosophy imbued with socio-ethical spirit extends the decision horizon of consumers. It encourages the transformation of self-centric self-interest into self-cum-social centric self-interest. The moral injunctions explicitly extol virtuous philanthropy. Finally, by flattening all other basis of distinction except on piety, Islamic values garner contentment whereby, the consumer is asked to avoid envious and conspicuous consumption of luxuries.”