Muslim millennials’ attitudes towards fashion advertising

Abstract

Recognizing the rapid growth of fashion marketing efforts in Muslim consumer markets, this article aims to investigate attitudes towards fashion advertising between Muslim millennials from two countries of diverse advertising environments. The conceptual framework used for investigation was adapted from an existing framework for attitudes towards advertising. A sample of young millennials (n = 1,691) responded to a questionnaire-based survey measuring items related to beliefs, attitudes, and behaviors towards fashion advertising, in addition to religiosity and fashion consciousness. Analysis of hypothesis testing was performed using Structural Equation Modeling (SEM). Findings revealed that beliefs towards fashion advertising may be grouped into positive and negative factors which influence attitudes towards fashion advertising. Additionally, fashion consciousness also influences Muslim millennials’ attitudes towards fashion advertising. This article also examined the diversity of Muslim millennials in terms of religiosity, gender, and advertising environment on beliefs, attitudes, and behaviors towards fashion advertising. Analysis of group comparisons was done after establishing measurement invariance in Multi-group Confirmatory Analysis (CFA). Differences in attitudes towards fashion advertising across religiosity, gender, and cross-national groups illustrate the diversity within Muslim millennials. These differences are explained in terms of differences in antecedent positive and negative beliefs. This article contributes to the literature of attitudes towards advertising by illustrating the influence of gender, religiosity, and advertising environment on attitudes towards fashion advertising in diverse Muslim markets.