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Integrating factors influencing hijab purchase intention among Muslim women

Integrating factors influencing hijab purchase intention among Muslim women This study aims to examine the hijab purchase intention of Muslim women by applying the theory of reasoned action: religious commitment, satisfaction (attitude), dressing style and knowledge source (subjective norms).Design/methodology/approachData were collected from 603 Malay Muslim women in four universities through a self-administered questionnaire using a multi-stage cluster probability sampling technique. Smart PLS was used for data analysis.FindingsThe findings demonstrate that customers’ hijab purchase intention is significantly influenced by religious commitment, satisfaction, dressing style and knowledge source.Practical implicationsThis study is for hijab designers because it is important for them to explore and examine the hijab purchase intention of Muslim women and then design the hijab accordingly, not only to capture a big segment in Kuala Lumpur but to obtain a competitive edge as well.Originality/valueThis is the first paper of its kind to examine the hijab purchase intention of Malay Muslim women. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Integrating factors influencing hijab purchase intention among Muslim women

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
DOI
10.1108/jima-10-2018-0194
Publisher site
See Article on Publisher Site

Abstract

This study aims to examine the hijab purchase intention of Muslim women by applying the theory of reasoned action: religious commitment, satisfaction (attitude), dressing style and knowledge source (subjective norms).Design/methodology/approachData were collected from 603 Malay Muslim women in four universities through a self-administered questionnaire using a multi-stage cluster probability sampling technique. Smart PLS was used for data analysis.FindingsThe findings demonstrate that customers’ hijab purchase intention is significantly influenced by religious commitment, satisfaction, dressing style and knowledge source.Practical implicationsThis study is for hijab designers because it is important for them to explore and examine the hijab purchase intention of Muslim women and then design the hijab accordingly, not only to capture a big segment in Kuala Lumpur but to obtain a competitive edge as well.Originality/valueThis is the first paper of its kind to examine the hijab purchase intention of Malay Muslim women.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Jan 9, 2021

Keywords: Muslim women; Satisfaction; Religious commitment; Dressing style; Hijab purchase intention; Knowledge source

References