Abstract
It has been argued that the consumer behavior is rooted in the marketing concept. It demonstrates the diversity of activities the consumers do when choosing, buying and using a product or service to meet the needs and wants. Thus, the consumer behavior is not an independent discipline. This argument, however, cannot be extended to Islamic consumer behavior due to its unique worldview and epistemology. This paper discusses the disciplinary status of Islamic consumer behavior. It attempts to establish that the principle underlying the classification of consumer behavior as a sub-discipline of marketing is incapable of appropriately comprehending the context of Islamic consumer behavior. The paper’s primary contribution is finding that classifying Islamic consumer behavior as an independent discipline is sensible based on its philosophical underpinnings.