This study offers a comparative analysis of the concept of ethics in Islam and Buddhism and examines how ethical values influence the development of Islamic da?wah in southern Thailand. Ethics are among the fundamental pillars in shaping human personality and play a central role in organising social life and guiding individual behaviour within society. In Islam, ethics are grounded in divine revelation, namely the Qur’an and the Sunnah, forming a comprehensive moral framework aimed at disciplining the soul and reforming society according to a God-centred methodology. In Buddhism, ethical teachings revolve around behavioural principles aimed at attaining inner tranquillity and liberation from human suffering, particularly through the triad of Buddha, Dharma, and Sa?gha. Using a qualitative methodology that combines document and comparative analyses with field interviews with Muslim and Buddhist religious figures, the study identifies similarities and differences between the two ethical systems. It explores their implications for Islamic da?wah in southern Thailand. The findings indicate that good character is a crucial factor in the success of da?wah, and that understanding Buddhist ethics can help Muslim preachers better grasp the target society's moral outlook, thereby fostering more effective and peaceful engagement.
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