This document provides a conceptual framework that examines the convergence and divergence of consumption behavior among Muslim consumers in Malaysia. It proposes that socio-economic developments like urbanization, modernization, industrialization and globalization can lead to changes in lifestyle and values systems, resulting in either convergence or divergence of cultural values and consumption patterns over time. A key aspect is the internal value negotiation process whereby consumers resolve conflicts between cultural, Islamic and personal values to form preferences and determine whether their consumption behavior converges or diverges. Understanding these dynamics is important for predicting market potential and segmenting Muslim consumer markets. The framework contributes to limited research on this topic.