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The Muslim population is growing at twice the non-Muslim rate and forecast to represent over 25% of the global population by 2030. The Muslim fashion market is predicted to be worth $311bn globally by 2024. This market is currently not well understood or served. This study aims to present new insights into the fashion consumption opinions, attitudes and behaviours of female Muslim consumers through the lens of consumer culture focusing on Muslim identity.

An inductive qualitative method was adopted comprising 23 in-depth semi-structured interviews from respondents of seven ethnicities residing in the UK. Data were coded using a thematic approach.

Findings highlight the effect of Muslim identity on fashion consumption. Data demonstrates the importance of fashion for Muslim women despite the potential conflict between Islamic principles and public image. Respondents were conscious that their fashion behaviours were consistent with their identity; however, concerns were raised around limited choice and availability. Religiosity and family context/background were highlighted as key influences.

Findings provide clear guidance, enabling fashion brands to most effectively serve this substantial and rapidly growing market. It is important that Muslim women are able to engage fully with fashion trends, satisfying their will to fit in with both their religion and their wider community.

This qualitative research provides depth of understanding of consumer motivations and attitudes and a multi-ethnic perspective which is lacking from previous studies that have adopted quantitative and single nationality approaches.

The ethnic marketing field has long recognized the need to address specific needs and tastes of ethnic minorities in traditionally Western‐dominant societies. However, it has done so mainly by considering socio‐demographic indicators such as ethnic provenance. The growing importance of ethnic minorities in Western societies calls for a further refinement of existing segmentation models which takes into account the development of specific sub‐cultures within ethnic groups. The purpose of this paper is to investigate how Islamic minorities in Europe are developing into a complex set of micro‐cultures.

Ethnographic methods, such as participant observation, photographic analysis and phenomenological interviewing helped identifying extant sub‐cultures within the Islamic youth minority in The Netherlands. By applying interpretive methods, the aim is not external generalization but rather theory informing.

Five sub‐cultures/neo‐tribes have been identified, which differ consistently in terms of preferences, values and behaviour.

This paper advocates a shift from conceiving markets in terms of socio‐demographic, or psychometric, variables to considering markets as sub‐cultural systems or communities‐light.

A more realistic approach to segmenting markets helps marketers and consumers to develop more meaningful products and marketing activities. The paper also adds to knowledge about the increasingly important Islamic minority in The Netherlands.

To the authors' knowledge, this is the first study addressing the importance of Islamic minorities for marketers, from a sociological perspective, in Europe.

The purpose of this study is two-fold: classifying non-Muslim halal fashion buyers by applying quantitative techniques and identifying the persuading determinants of the non-Muslim women’ halal fashion buying behaviour (HFBB).

By adapting items from prior studies, a structured questionnaire was developed and distributed face-to-face to various Muslim fashion stores in Malaysia. After a one-month effort, 221 responses were obtained from non-Muslim consumers by using convenience sampling. Next, a clustering analysis was used to classify them from a contrasting perspective. Finally, regression and Andrew F. Hayes’s process procedures were applied to examine the three independent variables’ effect and the moderating variables.

The results revealed the characteristic behaviour of the non-Muslim women explicitly, which is related to their halal fashion purchasing decision. Based on the ANOVA results, there were different motives for buying halal fashion by non-Muslim women. Additionally, it was found that the most crucial determinants for non-Muslim’s HFBB are “cultural adaptation”, albeit, there is no substantial proof of a significant moderating effect of age and income on the consumers.

These discoveries are advantageous for halal fashion retailers and provide an appealing domain for further investigations in the context of the global halal study.

This study provided an idea for an untapped segment on the halal fashion sellers’ segmentation and positioning strategy. The study’s results suggested specific managerial and practical recommendation that the sellers can use to attract non-Muslim consumers.

This study was amongst the uncommon investigations within the halal fashion context that will enlighten the managers’ selling strategy on the most neglected market segment. The results of this study provided an empirical understanding of how to sell halal fashion to non-Muslim consumers.

Marketers of beauty products capitalize on consumers’ perception of beauty to enact a price placebo effect through setting high prices to insinuate a superior performing product. Yet, in the context of growing alternative beauty movements emphasizing inner beauty and self-acceptance, little is known on how the effect of price on a product’s perceived effectiveness and satisfaction is bounded by different modes of beauty conceptualization (BC). Hence, this study aims to investigate how distinct perceptions of beauty impact the effectiveness-based and satisfaction-based price placebo effects in Muslim-majority markets such as Turkey compared to markets largely driven by Western values such as New Zealand.

This research is based on a quasi-experimental factorial design based on the manipulation of the level of price for a beauty product and the observation of the extent of BC. The sample included 144 participants from Turkey and 147 participants from New Zealand.

This research finds that the manipulation of the price (low vs high) equally activates the effectiveness-centered price placebo effect in both countries. When expectations are taken into account, the (satisfaction-based) price placebo effect is non-existent in New Zealand, while in Turkey the higher price leads to an opposite effect: a significant decrease in satisfaction. It is also found that the effect of price on effectiveness is moderated by BC. In both countries, the price placebo effect is activated only when consumers narrowly conceptualize beauty, while this effect does not hold for broad conceptualizers. The effect of BC on the price placebo appears to be stronger in New Zealand in comparison to Turkey.

Marketing managers’ awareness of different perceptions of beauty and how these may influence the price placebo effect in different cultures would allow them to decide what strategies are most appropriate for different groups of customers. For example, by pursuing the movement toward inner beauty and its broad conceptualization, high-end brands are likely to compromise opportunities to capitalize on the price placebo effect. On the other hand, this alternative perspective may cultivate profound satisfaction in the long-term.

The price placebo effect disappears when people conceptualize beauty from a broad (inner) perspective. This suggests that public policymakers, to counteract the negative effects of misleading marketing and to create fair exchanges, must promote broad BC in society.

This study contributes to the body of the existing research on price placebo by offering unique insights into the boundary conditions of the price placebo effect underscored by BC in two distinct cultural-religious settings. Also, it proposes two different variations of price placebo, namely, effectiveness-centered vs satisfaction-centered. From a methodological point of view, it is the first project in the Islamic marketing discipline that applies the Islamic perspective on causality.

Using social information processing and sense-making theory, the current study examines how the poly-contextual factors and social environment of employees provide unique cues and shape an employee's person-job (PJ) fit perceptions in ways that enable males to perceive a better PJ fit than their female counterparts at work. These perceptions of PJ fit act as mediating processes between gender-based differences in HR commitment or HR control attributions.

After collecting two waves of data over a six-month period from a sample of 498 banking sector professionals in Pakistan, the hypothesized relationships were tested using hierarchical multiple regression.

It was found that gender (female) was positively related to HR control attributions and negatively related to PJ fit perceptions and HR commitment attributions. The mean differences between males and females concerning these study variables were significant. Also, PJ fit mediated the relationship between gender and HR attributions.

The study contributes to the advancement and understanding of the predictors of HR attributions by examining the poly-contextual factors that shape unique experiences, knowledge structures and social information processing, thus forming distinct PJ fit perceptions and subsequent HR commitment or control attributions for males and females.

The purpose of this paper is to measure the impact of the different religiosity dimensions on the attitude of Muslim youth towards fashion.

To understand the relationship between religiosity and Muslim youths’ attitude towards fashion, a structured questionnaire was circulated amongst university students in Cairo and Alexandria (Egypt’s two largest cities) using convenience sampling method. Religiosity has been measured using the operationalized definition by Glock (1972), as consisting of five different dimensions: ideological, Intellectual, ritualistic, experimental and consequential. Likert scales were used to measure religiosity dimensions, and semantic differential scale has been used to measure the attitude of Muslim youth towards fashion. An initial sample size of 350 Egyptian Muslim youth was surveyed on-campus using face-to-face method by a group of volunteer trainer students.

Cronbach’s alpha has been measured for all variables to ensure internal consistency. The findings provide evidence that a negative relationship exists with all of the religiosity dimensions under study and attitude of youth towards fashion. More specifically, the intellectual and consequential dimensions had the strongest negative significant relationships with attitude of youth towards fashion.

The results of this study should be considered in light of a number of limitations on which recommendations for future research are based. First, the use of a student sample, even if these consumers are important and justified for this research, may hinder the generalizability of the findings across other segments of consumers who might behave differently. Second, this study relies on the declared attitudes of the respondents, which are likely to be biased because of respondents’ inclination to give socially desirable answers and spiritually peace reactions. Such an evaluation cannot identify unconscious attitudes and behaviours.

The paper’s interesting findings serve to remind entrepreneurs and marketers in general that they cannot neglect the element of religion in their marketing activities, particularly in the fashion industry and the development of apparel targeting Muslim women. Such an understanding will help both marketers in designing their marketing practices according to their Muslim consumers’ convictions, and academicians in their research endeavours.

Investigating and measuring the influence of religion in general and Islam in particular on youth’s attitude towards fashion is considered a very contemporary and raw topic that shall have significant contribution to the existing literature, as well as to fashion designers and marketers.

When it comes to the analysis of markets, difference has been described as a tool for competition and for carving out specific target groups. Once it is taken as factual, the significance of difference for market processes is undoubted. Taking a practice theoretical perspective at the market for Islamic fashion in Berlin, this paper explores what comes before. It intends to investigate not only the effects of difference but also its performance. Investigating how difference is accomplished by entrepreneurs as active agents of the market will also shed light on the societal surroundings of the market and the ways in which it is embedded in its sociocultural and discursive environment, hence highlighting the significance of its context for economic action, and vice versa.

This study aims to examine the impact of religiosity on fashion knowledge, consumer-perceived value and patronage intention.

This study applied purposive sampling method. The population size used a minimum number of samples (100) in the WarpPLS analysis. The inferential statistical technique used is structural equation modeling. A tool for analyzing the structural models is the partial least square method.

Religiosity is a consumer belief in religion, which does not generate fashion knowledge so that high and low religiousness cannot increase or decrease fashion knowledge. Consumer confidence in their religion can increase consumer-perceived value of Muslim fashion products. It causes consumers to behave positively toward future behavioral intentions, that is, the patronage intention. Consumer religiosity is not the cause of patronage intention so that the high or low level of religiousness does not increase or decrease in the willingness of consumers to visit the store (or patronage intention). Fashion knowledge has a positive influence on consumer-perceived value. Consumer knowledge of fashion can increase the patronage of consumer intention toward Muslim fashion products. Fashion knowledge brings the knowledge to consumers in regard to Islamic law that regulates the prohibited and allowed actions, especially in wearing fashion. The high or low level of consumer-perceived value does not provide a cause for increase or decrease in the willingness of consumers to revisit the store (or patronage intention).

With regard to the relationship between religiosity and knowledge, it is found that there are still limited studies and differences in the sectors studied regarding the influence of religiosity and knowledge. To the best of the authors’ knowledge, the religiosity variable in influencing consumer-perceived value has not been used in previous studies. Religiosity is associated with consumer-perceived value expressed as originality in this study because the researcher has not found this relationship in the previous studies. Regarding the relationship between religiosity and store patronage intention, it is found that there are still different opinions in the research results on the effect of religiosity and store patronage intention. Concerning the relationship between knowledge and consumer-perceived value, it is found that there are still different opinions in the research results on the effect of knowledge and consumer-perceived value. The authors found no use of the knowledge variable in influencing store patronage intention in previous research studies. Knowledge associated with store patronage intention is expressed as the originality trait in this study because the researcher has not found this relationship in the previous studies. As for the relationship between consumer-perceived value and store patronage intention, it is found that there are still different opinions in the research results of the study regarding the influence of consumer-perceived value and store patronage intention.

The Islamic modest fashion industry is growing rapidly and becoming more competitive within an increasing number of brands available in the market. Based on this reason, both marketers and designers need to create differentiation in their brands. One of the ways to create such differentiation is by establishing a brand personality. Thus, the purpose of this study is to develop a reliable measure of Islamic apparel personality that incorporates the relevant dimensions/traits Muslim females attribute to their apparel.

Islamic apparel brand personality model was developed based on the Qur’an verses, hadith (sayings of Prophet Muhammad), traits in Aaker’s and other Islamic brand personality models. Focus groups were used to generate a list of traits. Following this, a survey research method was used to gather data. Then, exploratory and confirmatory factor analyses were conducted on a sample of 190 Egyptian Muslim females.

This study introduces five dimensions of the Islamic apparel brand personality model, namely, simplicity, feminine, modesty, Islamic and righteousness.

This study contributes to the branding as well as Islamic apparel marketing literature as it is the first Islamic apparel brand personality framework. With the Islamic apparel brand personality model, Islamic apparel designers, producers and marketers can create a strong brand image, use advertising strategies effectively and ultimately attract more potential consumers.

The Islamic apparel brand personality model being the first of its kind is significant for the Islamic apparel industry. It reflects dimensions that are supported by the Quran and hadith and therefore suits the Muslim customer market.

In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty.

A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected and analyzed using structural equation modeling and multi-group moderation analysis.

The results of this study demonstrate that informativeness of SMM activities relates positively and significantly to CBE in all age groups. However, the strength and the significance of interactive and trendy social media activities differ between age groups.

This study used only two age groups of college students to answer the research questions. Despite that tech-savvy millennials and generation Z are highly engaged in social media environment, the results may not be representative of the entire population and the findings may be cautiously generalized to other platform types or product categories.

By offering a new understanding of perceived SMM in different age groups on Instagram platform, this study contributes to the literature by identifying the types of social media activities that engage different age groups on social media networks.