The digital transformation of Islamic consumerism: a bibliometric mapping of ethical marketing in Islamic fintech

Purpose This study aims to map the intellectual and thematic structure of research on the digital transformation of Islamic consumerism and ethical marketing in Islamic fintech, using the theory of planned behaviour (TPB) as an interpretive scaffold and situating findings within the Sustainable Development Goal 2030 agenda. Design/methodology/approach Following the PRISMA 2020 guidelines, 1,020 documents were retrieved from Scopus and Web of Science and analysed using bibliometric performance analysis and science mapping (VOSviewer; Biblioshiny/R), encompassing co-word clustering, strategic thematic mapping and co-citation network analysis. Findings Publication output grew from three documents in 2019 to more than 400 in 2025 and is concentrated in a small number of Muslim-majority economies in Southeast Asia and the Gulf. Thematic mapping reveals a dominant motor theme around “AI–sustainable development–finance”, a niche theme around “trust–religiosity” and a fragmented basic theme around “fintech–sustainability–Islamic finance”. A dual-layer antecedent architecture is identified: generic digital adoption drivers form the first layer, whereas Islamic-specific antecedents, such as perceived Sharīʿah compliance, religiosity, Sharīʿah financial literacy and maqāṣid orientation, function as direct determinants, moderators and constraints on adoption. Research limitations/implications Findings are limited to English-language, Scopus- and WoS-indexed documents and exclude regional journals and non-English Islamic fintech scholarship. Practical implications The findings guide fintech designers, Islamic financial institutions and Organisation of Islamic Cooperation regulators towards Sharīʿah-transparent product design, Sustainable Development Goals-aligned strategies and integrated regulatory sandboxes. Originality/value To the best of the authors’ knowledge, this study offers one of the earliest TPB-anchored dual-database bibliometric mappings to jointly integrate Islamic fintech, ethical marketing and sustainability, advancing the field by treating Islamic constructs as more than contextual add-ons to TAM and UTAUT.