<![CDATA[The growing dichotomy between religious value literacy and actual consumption behavior within the contemporary digital ecosystem has emerged as a critical global challenge, triggering profound cognitive dissonance among technology-exposed religious populations. While discourse on Islamic business ethics has advanced significantly from a theoretical standpoint, there remains a lack of empirical evidence specifically evaluating the knowledge-behavior gap regarding the effectiveness of muʿāmalah (Islamic commercial ethics) pedagogy on the transactional behavior of Muslim students across e-commerce platforms. This study employs a mixed-methods approach combining quantitative and qualitative analyses to investigate this cognitive paradox. Quantitatively, it examines the influence of muʿāmalah literacy on students' digital consumption behaviors through an explanatory survey of a specific sample group. Qualitatively, data are analyzed using the theory of planned behavior (TPB) framework based on interview findings. Empirical results confirm that cognitive mastery of muʿāmalah principles fails to significantly predict online purchasing behavior (p > 0.05; R² = 0.021), indicating that normative understanding is not automatically internalized into an effective behavioral control system capable of mitigating the aggressive nature of digital marketing stimuli and promotions. Consequently, this study makes a substantial theoretical contribution regarding the limited efficacy of conventional religious education in curbing digital consumption impulsivity, while offering an urgent empirical basis for reorienting muamalah curricula toward a behavioral approach that aligns religious cognition with actual economic actions amidst global technological disruption.]]>
