Keywords : Conformity
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 446-447
In recent years, Muslim women have espoused Hijab fashion as a part of Islamic faith by mixing the contemporary fashion trend to carry out their act of veiling. In turn, this situation has led to the rapid growth of global Islamic clothing market and opened numerous money-spinning opportunities for the fashion industry players. For them, it has become imperative to understand the perception of their Muslim consumers to offer the right product. Therefore, this research attempts to study what considerations articulate together in Muslim women’s hijab fashion consciousness. The purpose of this study is to analyze the impact of self-congruity, modesty, conformity and need for uniqueness to the fashion consciousness. To find the effect of these four aspects on Hijab fashion consciousness, a self-administered survey with a structured questionnaire was conducted in Malaysia. Data were collected from 200 Muslim women in Malaysia who wear Hijab fashion and then, SmartPLS 3.2.8 was used to analyze the hypothetical relationships. The findings of this study revealed that self-congruity and the need for uniqueness have a positive effect on the hijab fashion consciousness of Muslim women. It refers that Hijab fashion marketers must consider these two aspects while creating or designing a hijab fashion to satisfy consumer's expectations.