This book explores the emergence and growth of Islamic finance, rooted in Sharia principles, as an ethical alternative to traditional financial systems. The analysis focuses on the role of participatory banks, their marketing and their impact on consumer behavior. The first chapter establishes a theoretical framework by detailing Islamic foundations such as Aquida, Akhlaq and Shariah, as well as Islamic financial products. Historical developments and the Moroccan context illustrate the opportunities offered by participatory finance. The second chapter examines theories of consumer behavior and marketing strategies adapted to Islamic values. Using tools such as PESTEL analysis and Porter's Five Forces, the book identifies the sector's challenges and opportunities. It proposes strategies for strengthening the competitiveness of participatory banks while respecting religious principles, thereby contributing to a fairer, more sustainable economy.