Millennials’ hijab fashion consciousness and fashion consumption

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Millennials have broken just about all the rules when it comes to fashion consumption. Muslim millennials are as likely as their Non-Muslim millennials in term of fashion consumption. Unfortunately, there is only a dearth of research on Muslim millennials consumption behavior. The study aims to examine the influence of fashion consciousness on hijab fashion consumption among Muslim women (Muslimas) born between 1985 and 2004, i.e., the so-called Millennial Generation. Online and offline surveys were given to 215 subjects. An online survey link was distributed via mailing list, WhatsApp, and Facebook account. An offline survey was distributed using self-administered survey. The study shows that fashion consciousness significantly influences Millennials’ hijab fashion consumption. The study also shows that Millennial Muslimas place much higher importance on uniqueness in choosing a hijab, followed by fashion style. Source of knowledge has become the last variable that influences Muslimas’ hijab consciousness, while fashion motivation becomes the only variable that does not significantly influence Muslimas’ fashion consumption. The study shows that marketers should pay attention to the three variables that significantly influence fashion consciousness: source of fashion knowledge, dressing style, and fashion uniqueness when they target this generation.

Original languageEnglish
Title of host publicationProceedings of the 30th International Business Information Management Association Conference, IBIMA 2017 - Vision 2020
Subtitle of host publicationSustainable Economic development, Innovation Management, and Global Growth
EditorsKhalid S. Soliman
PublisherInternational Business Information Management Association, IBIMA
Pages5346-5354
Number of pages9
ISBN (Electronic)9780986041990
Publication statusPublished - 1 Jan 2017
Event30th International Business Information Management Association Conference - Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth, IBIMA 2017 - Madrid, Spain
Duration: 8 Nov 20179 Nov 2017

Publication series

NameProceedings of the 30th International Business Information Management Association Conference, IBIMA 2017 - Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth
Volume2017-January

Conference

Conference30th International Business Information Management Association Conference - Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth, IBIMA 2017
Country/TerritorySpain
CityMadrid
Period8/11/179/11/17

Keywords

  • Fashion consumption
  • Hijab consciousness
  • Millennials
  • Muslimas

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