Does religiosity impact Moroccan Muslim women’s clothing choice?

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Purpose – The purpose of this paper is to explore whether religiosity impacts the clothing style Moroccan Muslim women choose to wear in the public setting. Design/methodology/approach – The framework chosen for this study was the theory of planned behaviour. Data were gathered by a questionnaire administered to 950 Muslim women located throughout in Morocco. Findings – Results indicate that a woman’s religiosity cannot be determined simply by what she wears, with age, marital status and education found to have far greater impact on a woman’s choice of clothing than religiosity. Practical implications – In countries where women have freedom to choose what they wear, Muslims should not be treated homogeneously, but rather as a heterogeneous segment with different social classes, different sects and different ways of expressing and experiencing their faith in daily life. Originality/value – Currently there is limited literature that explores the relationship between religiosity and a woman’s choice of dress, outside of the hijab. Moreover, in spite of the significance of religion in the lives of many individuals, its role in consumer choice is not clear. This research provides some clarity within the context of clothing choice for Moroccan Muslim women.