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Muslim women’s clothing style and the key factors influencing their intention to purchase modest clothing in the UK

Ali, N (2023) Muslim women’s clothing style and the key factors influencing their intention to purchase modest clothing in the UK. Doctoral thesis, Liverpool John Moores University.

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The study reveals that the Muslim consumer segment is under-researched in comparison to all the other major consumer groups. Although Muslims have been identified as an untapped and profitable market segment, many brands are still unable to understand UK-based Muslim women's needs adequately. Western markets especially are relatively underdeveloped in meeting the needs of religious minorities. Thus, clothing desired by Muslim women is not widely available in the UK, and Muslim women struggle to find clothes of their choice. Hence, to enhance the knowledge on UK-based female Muslim consumers, this study identifies Muslim women’s preferred clothing styles and investigates the factors influencing Muslim women’s intention to purchase modest clothing in the UK. In order to achieve the research aim, the theory of planned behaviour, trait theory and social identity theory were adapted to form the conceptual framework of the study. The data was collected using a structured online questionnaire published on social media groups and pages in the UK from September 2020 to March 2021. As a result, 1087 usable questionnaires were received and used to assess the proposed model fit through structural equation modelling. SPSS software was used for data management and data screening, while AMOS software was used for SEM.
Results revealed that fashion advertising and fashion consciousness were not significant predictors of the intention to purchase modest clothing. Although the influence of traditional media is significant, it is negatively associated with purchase intention. In contrast, religiosity, modesty, frugality, need for uniqueness, subjective norms, digital media, product attributes and perceived availability positively influence the intention to purchase modest clothing. The study broadens the literature on religion, fashion and ethnic minorities, particularly UK-based Muslims, at a time when Islamic marketing and the trend of modest fashion are increasingly growing, and large retailers are trying to attract Muslim consumers. As per the researcher's knowledge, this is a pioneer attempt that examined modesty, fashion advertising, frugality, product availability and product attributes simultaneously in the context of modest fashion.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: Modest Fashion; Modesty; Muslim women; Religiosity; Fashion; clothing; Theory of planned behaviour; Social identity theory; Structural equation modeling
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (from Sep 19)
SWORD Depositor: A Symplectic
Date Deposited: 05 Jun 2023 09:45
Last Modified: 05 Jun 2024 00:50
DOI or ID number: 10.24377/LJMU.t.00019582
Supervisors: Durowoju, O and Foster, S
URI: https://researchonline.ljmu.ac.uk/id/eprint/19582
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