Muslim Women’s Purchasing Behaviors Toward Modest Activewear in the United States
Document Type
Article
Publication Date
7-1-2021
Abstract
This study examines Muslim women’s purchasing behaviors toward modest activewear in the United States and tests the underlying mechanism of intent to purchase activewear, based on the theory of planned behavior (TPB). A sample of veiled Muslim women (N = 328) participated in this study. Results from structural equation modeling revealed that perceived aesthetic attributes and compatibility with regard to apparel functionality, expressiveness, and aesthetics are significant predictors of attitude toward purchasing activewear. Attitude and subjective norm are significantly related to intent to purchase modest activewear, and religiosity indirectly influences purchase intention through the social norm. This research extends the TPB and contributes to the growing body of research on Muslim consumers’ purchasing behavior and to the growing modest apparel market and pro-hijab movement in the industry.
Publication Title
Clothing and Textiles Research Journal
Volume
39
Issue
3
First Page
175
Last Page
189
Digital Object Identifier (DOI)
10.1177/0887302X20926573
ISSN
0887302X
Citation Information
Hwang, C., & Kim, T. H. (2021). Muslim Women’s Purchasing Behaviors Toward Modest Activewear in the United States. Clothing and Textiles Research Journal, 39(3), 175–189. https://doi.org/10.1177/0887302X20926573