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 of Islamic Marketing – Emerald Publishing
Published: Jan 9, 2021
Keywords: Muslim women; Satisfaction; Religious commitment; Dressing style; Hijab purchase intention; Knowledge source
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.