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Integrating factors influencing hijab purchase intention among Muslim women

Munazza Saeed (School of Management, National University of Computer and Emerging Sciences, Chiniot-Faisalabad Campus, Faisalabad, Pakistan)
Fadila Grine (Department of Humanitarian, Cultural and Social Affairs, Organisation of Islamic Cooperation, Jeddah, Saudi Arabia)
Imran Shafique (Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Lahore, Pakistan)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 31 January 2020

Issue publication date: 9 January 2021

1195

Abstract

Purpose

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/approach

Data 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.

Findings

The findings demonstrate that customers’ hijab purchase intention is significantly influenced by religious commitment, satisfaction, dressing style and knowledge source.

Practical implications

This 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/value

This is the first paper of its kind to examine the hijab purchase intention of Malay Muslim women.

Keywords

Citation

Saeed, M., Grine, F. and Shafique, I. (2021), "Integrating factors influencing hijab purchase intention among Muslim women", Journal of Islamic Marketing, Vol. 12 No. 1, pp. 95-112. https://doi.org/10.1108/JIMA-10-2018-0194

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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