<![CDATA[Conventional consumer behavior theory is largely based on rationality and utility maximization, often overlooking ethical and spiritual dimensions. This article examines consumer behavior from an Islamic perspective through the thoughts of Muhammad Fahim Khan, who emphasizes maslahah (welfare) rather than satisfaction of unlimited desires. The study aims to analyze Fahim Khan’s theoretical framework and its relevance to contemporary economic conditions. Using a qualitative descriptive approach with library research, this study analyzes primary and secondary literature, including Fahim Khan’s works, academic journals, and Islamic economic references. The findings show that Islamic consumer behavior is grounded in maslahah and guided by a hierarchical structure of needs (daruriyyat, hajiyyat, and tahsiniyyat), which distinguishes needs from desires. Unlike conventional theory, Islamic consumption is not oriented toward utility maximization but toward achieving balanced welfare in accordance with maqasid al-shariah. The framework also highlights the role of Islamic institutions—both voluntary and enforcement-based—in shaping ethical consumption and ensuring compliance with sharia principles. This study concludes that Fahim Khan’s theory provides a normative and ethical alternative to conventional consumer behavior theory and contributes to a more comprehensive understanding of Muslim consumer behavior. ]]>
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