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This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers. The effects of product design, product quality, social and self-identity have been studied in relation to product, and brand satisfaction is believed to have led to acceptance of premium pricing. Various factors have been studied and analysed to provide a better understanding of Hijab fashion consumer behaviour.

Data were collected by using online structured surveys distributed within the area of Shah Alam City in Malaysia. Convenience sampling was used in defining the 223 target respondents, and the collected data was analysed using Smart-PLS Software.

The results highlighted that product design has the largest influence on the willingness of hijabistas in paying premium prices, followed by products that reflect their social-identity while communicating their religious obligations and commitments. Communicating one’s self-identity was also found not to have a significant impact which relates to the importance of the religious and social commitments on hijabista purchasing choices rather than their own self-conceptual image.

This paper provides insights on the factors that affect hijabista satisfaction towards Hijab fashion products and brands. Conclusions provided are very relevant to the practices of the fashion industry, and in particular, for designers to understand the needs of this large and significant segment of the fashion market.

Hijab fashion is a growing segment in the fashion industry, and it has been gaining recent global attention. Designers need to be more aware of the requirements of this segment of the fashion market. This research focusses on Hijab consumer satisfaction and how this reflects their willingness to pay premium prices for chosen products and brands. Factors such as product design and quality, along with social and self-identity, were studied in connection with hijabista willingness to accept premium pricing. Such connections and terms have not been covered in previous literature.

The purpose of this paper is to delve into the intricate relationships between hijab culture and consumption. The research questions whether the hijab consumption phenomenon is an icon of fashion or an authentic blend of religious and cultural tenets.

The research uses a netnographic approach in a qualitative manner similar to ethnography on the internet. An online forum is created on social media for Egyptian hijabista consumers, who reflect on their self-transformations with respect to the hijab phenomenon.

The findings of the study provide insights relevant to the consumer experiences of the hijab fashion phenomenon. The results are analyzed using Holt’s (1995) consumption parabola, where the insights show the consumption as experience, integration, play and classification metaphors in action. Most insights show that the hijab fashion experience combines authentic religious meanings with cultural ones.

The study methodology used is qualitative, thereby putting limitations on generalizing the findings to other consumers and contexts.

The findings are relevant to fashion designers and fashion marketers who aim at understanding the hijabista culture.

The results are relevant to consumer culture theorists as well as to macromarketing researchers looking at authenticity in the hijab fashion phenomenon. The research is also relevant in understanding the hijabista culture, which is a growing consumer culture around the globe.

The research combines the literatures on consumer culture theory, self-transformations and authenticity with regards to the hijab consumption phenomenon. Such relationships were not explored previously in the literature. The methodological approach is also novel.

The purpose of this paper is to develop a method to understand the predictors of hijab fashion consciousness and consumption. Muslim women in developing countries have evolved from living a traditional to a modern lifestyle, as more women become more educated, work and earn their own money. As modern sophisticated Muslim women, they have transformed themselves in the way they dress and don their hijab while adhering to the Shariah-compliant dress code. As a result, hijab fashion among hijabistas “Muslim women who wear fashionable outfits with matching fashionable headscarves” is flourishing.

Data were collected using questionnaires distributed to Muslim women who visited the Kuala Lumpur International Hijab Fashion Fair 2014 using the convenience sampling method. A total of 345 final useable data were used for data analysis using SmartPLS.

Results show that dressing style, fashion motivation, fashion uniqueness and sources of fashion knowledge positively influence fashion consciousness and indirectly influence hijab fashion consumption.

Results of this paper will provide insights to the people involved in the fashion industry, such as designers, retailers and marketers, to understand the hijabista market segment. Practitioners can design proper hijab fashion products that are Shariah-compliant to capture the segment of Muslim women with proper marketing strategies.

The fashion of Muslim women, particularly the hijab fashion, has received little attention in the fashion literature. This paper hopes to provide new insights to relevant researchers and industries.

This study aims to examine the functions of hijab fashion among hijab-wearing women and explore the role of social media and influencers in hijab fashion.

The authors conducted in-depth interviews with 29 hijab-wearing women in Turkey. The authors collected data in June–November 2020.

Findings show that hijab fashion functions as encouragement, attraction, modesty and social image among Turkish Muslim women. This study also shows that social media and influencers change the meaning of the hijab while promoting hijab fashion. Findings reveal that Instagram boutiques act as digital fashion magazines, which enable women to integrate faster into popular culture today. While influencers have increased the number of hijab-wearing women, they have also turned the hijab into a commodity in the market by degenerating its true meaning.

This study has several limitations regarding the sample and geographic context of consumers. This study may not represent Turkish Muslim women’s behavior as our sample consists of 29 women. Therefore, larger samples are needed to generalize our findings. Undertaking cross-cultural studies will also enable marketers to make cultural comparisons.

This study offers some insights for Islamic marketing practitioners in terms of influencer using in hijab fashion.

This study adds to the previous research on hijab fashion and hijab consumption on Instagram. This study also extends the previous literature by examining the role of social media and influencers in hijab fashion. Findings revealed that the hijab is gradually losing its spiritual value by becoming a commodity packaged and marketed through Instagram and influencers.

This study aims to explore the hijab research impactful authors, influential journals, collaboration networks and emerging trends. In addition, keyword co-occurrence techniques are used to scrutinize the field’s major schools of thought.

Hijab research has witnessed a distinct proliferation during the past decade. In this article, the authors apply bibliometric network techniques to examine the conceptual/intellectual structure of this domain based on 485 Web of Science documents written by 848 authors representing 66 nations and spanning almost 40 years (1984–2021).

Results show that the most impactful journals publishing hijab research are Women’s Studies International Forum, Gender, Place and Culture, Ethnic and Racial Studies and the Journal of Islamic Marketing. Results also show that the author collaboration network in hijab research is sparse. Furthermore, results related to collaborative networks between institutions and countries reveal a global “North–South” schism between developed and developing nations. Finally, the multiple correspondence analysis applied to obtain the hijab research conceptual map reflects the depth and breadth of the field’s foci.

The present analysis has far-reaching implications for aspiring researchers interested in hijab research as the authors retrospectively trace the evolution in research output over the past four decades, establish linkages between the authors and articles and reveal trending topics/hotspots within the broad theme of hijab research.

The desire to find a new look of expressing the Muslim identity in society has led to a renewal of Muslim women’s interest in fashion. This allows fashion players to make trendy clothing and expand their business to meet the rising needs of Muslim women. Thus, this study aims to explore the concept of hijab fashion from the perspective of Islamic clothing retailers in Malaysia.

Data for this study were collected qualitatively using semi-structured interviews and analysed using a deductive thematic analysis.

This exploratory study describes hijab fashion as a representation of clothing for ideal contemporary Muslim women that enhances the beauty in Islamic outfits from the perspective of Islamic clothing retailers. Hijab fashion has emerged as a modern form of the modest dress code in accordance with Islamic guidelines representing the hijaber identity. It is not just a veil to cover the awrah but also represents the impression of fashionableness and modernity, reflecting the self-image, trendy style and personality representing the true ideal Muslim women, who are known as Muslimah.

The sample and findings are based exclusively on the perception of retailers directly involved in Malaysia’s Islamic fashion business.

The findings from this study benefit the fashion retailers, Islamic fashion industry players and policymakers by highlighting the importance of providing appropriate products and services concerning the growth of Muslim consumer market and their spending behaviour.

The findings offer a new perspective on the nature of the phenomenon of hijaber fashion as a symbol of the modern Muslim woman from the viewpoint of Islamic fashion practitioners.

The purpose of this paper is to examine female fashion consumer profiles in Kuwait. Drawing on symbolic interactionist, fashion adoption theory, the trickle-down theory, the collective selection theory and the mass-market theory, this study examines the influence of self-identity, social interactions and prestige consumption on Kuwait female apparel consumers.

The study applies self-organizing maps (SOM), discriminant and multiple correspondence analyses to analyze the influence of self-identity, social interaction and prestige consumption on Kuwaiti female apparel consumers.

Results unveiled three distinct clusters: liberals, traditionalists and conservatives. Liberals include students, singles with a low income, less than KD 500. They are younger and wear neither Abaya nor Hijab. Traditionalists include employees, mixed between married and divorced females. They have moderate income between KD 500–1,500, two age groups between 25–30 and 31–35 years. Finally, conservatives include older females of age 36–45 years. They are housewives with a high-income of more than KD 1,500, and wear both Abaya and Hijab. Findings seem to confirm that the younger generations of females in Kuwait are by far living a different life than their mothers and grandmothers. Findings also show that culture, especially religion and traditions, is still exercising an enduring influence on Kuwaiti females purchasing behavior.

This study extends the existing literature dealing with female apparel consumption by applying cluster analysis to an Arab country, which makes it possible to generalize results to other Arab nations. Second, the author uses SOM along with traditional clustering methods to check the robustness of findings.

Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics.

Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising.

Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships.

Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships.

Practical Implications: The findings of the study would be helpful for fashion brands in the content development of visual marketing communications, which would tap the female Gen Z consumer. Improving the PSI between the follower and the fashion vlogger can be easily enhanced by delivering the right content through the vlogger’s videos.

The purpose of this research is to analyze the motivation behind the hijab behavior in a multicultural environment of Malaysia; it is a religious obligation or fashion behavior. In an analytic thinking of motivation in influencing women in wearing a hijab, learning from the social environment on religious obligation and fashion in hijab has been discussed.

Quantitative analysis has been conducted for 100 hijab-wearing female students in the University of Malaya.

The findings were tabulated and the outcomes proved that most of the women took the hijab as a religious obligation instead of fashion motivation. Muslim women are still taking on the religious obligation in styling up the hijab. Modification in the hijab can be accepted in Malaysia, but the substantial design to wear the hijab is an obligation.

This study exclusively discusses the hijab as fashion and religious obligation within the context of Malaysia.