<![CDATA[Objective: The convenience, accessibility, and product diversity offered by e-commerce platforms may encourage impulsive and excessive consumption, which can contradict Islamic economic ethics such as moderation, justice, and responsibility. This study aims to analyze the influence of e-commerce use on consumption behavior among Generation Z and to highlight the importance of Islamic economic ethics in shaping rational and responsible consumption. Method: This research employs a quantitative survey involving 386 Generation Z respondents aged 14–28 years in Masbagik Utara Baru Village, East Lombok. The independent variables include the frequency of e-commerce use, product types, service satisfaction, and product reviews, while impulsive buying, trend-following, and responses to promotions measure consumptive behavior. Data were analyzed using multiple linear regression. Result: The findings reveal that all independent variables have a positive and significant effect on consumptive behavior, both in part and simultaneously. Product type and e-commerce usage frequency show the strongest influence, followed by service satisfaction and product reviews. These results indicate that increased exposure to digital platforms, product variety, and positive online experiences significantly contribute to higher levels of consumptive behavior among Generation Z. Implication: This study emphasizes integrating Islamic economic ethics into digital commerce to promote balanced, ethical, and socially responsible consumption among Generation Z. Originality: The originality of this study lies in its quantitative integration of Islamic economic ethics as both a moderating and a controlling variable within an e-commerce consumption model, demonstrating its significant role in reducing consumption behavior among Generation Z in a semi-urban Muslim context.]]>
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