Shopping Temptations Increase During Ramadan, IPB University Consumer Behavior Expert Reminds Us of the Essence of Fasting
Every Ramadan, shopping temptations seem to increase. From hamper promotions and Eid clothing discounts to takjil stalls securing food for breaking the fast, which often leads to excess. Without realizing it, the spirit of the holy month often turns into consumptive behavior.
IPB University Consumer Behavior Expert Prof Megawati Simanjuntak believes that Ramadan is often a period prone to overbuying. According to her, this condition is contrary to the essence of fasting, which actually teaches simplicity.
“Overbuying is the behavior of purchasing goods or services excessively without considering actual needs. This behavior often occurs during Ramadan and has more negative impacts,” she explained.
She gave an example that consumptive behavior is most often seen before breaking the fast. Various dishes are prepared in excess, ranging from heavy meals to various snacks such as fried foods, kolak, fruit ice, and dates. In the end, a lot of food is left over and becomes waste.
“Often, the amount of food available on the iftar table far exceeds what the body needs. This is not good, both in terms of health and expenses,” she said.
Prof Megawati explained that hunger after a day of fasting often triggers what is called “eye hunger.” The desire to buy a lot of food arises not because of need, but because of a momentary emotional impulse.
Not only during iftar, consumptive behavior also increases ahead of Eid. People are driven to buy various additional necessities, ranging from new clothes, special Eid dishes such as rendang, ketupat, and chicken opor, to various cookies that remain uneaten even months after Eid.
In the digital era, consumption pressure is also increasing due to the influence of social media. Trends and the phenomenon of fear of missing out (FOMO) make people feel the need to buy items that are going viral.
“When there is a certain trend, people feel they have to buy it even though it is not really needed. For example, the trend of Eid clothing that is only worn once and then never used again,” she said.
According to Prof Megawati, in order to preserve the values of Ramadan, people need to equip themselves with good financial planning. One way to do this is by making a list of necessities before shopping and refraining from impulse purchases.
“Don’t let your eyes get the better of you and make you buy things that you don’t really need and are even excessive. Keep in mind that Ramadan is not just about consumption, but a moment to compete in worship, kindness, and practicing self control,” she concluded.
In closing, Prof Megawati also encouraged the community to make Ramadan a moment to live more simply and shop wisely. According to her, controlling consumption not only helps maintain family health and finances, but also reduces food waste and negative impacts on the environment.
“If we can restrain ourselves when shopping, we will not only be healthier and more economical, but also contribute to building better living habits,” she said. (dh) (IAAS/LAN)
