This article highlights the principles and implementation of Islamic banking marketing ethics. Ethics based on sharia principles are an essential differentiator from their competitors. It begins from the 4 P's marketing mix framework, namely product, price, promotion, and place. This article is qualitative descriptive research using literature review. This article employs secondary data from 11 articles. The data that has been collected then analyzed with descriptive information. Therefore, through 4 P's marketing mix lens, this article finds a lack of ethical marketing practices in Islamic Banking from the ethical ideals espoused in the literature. This study analyzes the ethical marketing practices of Islamic banks which can be used as an evaluation of policies in the Islamic financial industry.

<p><em>The Islamic economic paradigm and worldview have resulted in competitive Islamic finance industry in global finance. In the face of intense competition in the global financial industry, Islamic finance requires innovative contracts or products based on sharia through fiqh mu’āmalah. This article aims to understand the issue of fiqh mu’āmalah in Islamic economics. Using descriptive analysis, the author describes the relationship between fiqh mu’āmalah and sharia finance and the prohibition of mu’āmalah, hybrid-contract, Maqāshid sharia, and its supervision. The conclusion in this article clarifies the concept of the prohibition of fiqh mu’āmalah to its supervision without hindering the innovation of Islamic financial activities.</em></p><p> </p><p><em>Paradigma ekonomi Islam dan cara pandangnya (worldview) telah menghasilkan industri keuangan syariah yang kompetitif dalam keuangan global. Dalam menghadapi persaingan sengit industri keuangan global maka keuangan syariah membutuhkan akad atau produk yang inovatif berbasis syariah melalui fiqih mu’āmalah. Artikel ini bertujuan untuk memahami isu fiqih mu’āmalah dalam studi ekonomi Islam. Dengan menggunakan analisis deskriptif, penulis mendeskripsikan hubungan fiqih mu’āmalah dan keaungan syariah serta larangan mu’āmalah, multi akad, Maqāshid syariah dan pengawasannya. Kesimpulan dalam artikel ini menjernihkan konsep tentang larangan fiqih mu’āmalah hingga pengawasannya tanpa menghambat inovasi dari aktivitas keuangan syariah.</em></p><p><strong>Kata Kunci:</strong><em> </em>Fiqh Mu’āmalah, Ekonomi Islam, Maqāshid Syariah, Pengawasan Syariah, Multi Akad.<em></em></p>

The impact of the COVID-19 pandemic has increasingly aroused the awareness of companies towards environmental issues. The company began to make changes in energy utility to reduce environmental impacts, including its marketing pattern. In addition, the issue of the government's campaign to love local products has also influenced consumer purchase intention. For this reason, this study aims to examine the impact of green marketing strategy (GMS) variables, which are green advertising and green brand image, and the attitudes toward local products as the moderating role, on Muslim purchase intention. This study used the partial least square–structural equation modeling (PLS-SEM) method. The data collected from 89 Muslim consumers in Banjarmasin, Indonesia, were processed using SmartPLS. This study uncovered that both GMS variables significantly affected the consumers’ purchase intention. However, this study also found that the attitude toward local products did not moderate the relationship between the two previous variables on purchase intention, but it significantly affected consumers’ purchase intention directly.