The Hijab Consumer Attitude toward Hijab Fashion Brand: A Case of the Developing Country

Abstract

Hijabi women, a rapidly expanding market segment in the fashion business, are drawn to fashion companies in search of modern fashions while respecting their religious obligations. This study examined the degree to which hijabi women were content with the design calibre, how it reflected their social and self-identities, and the degree to which they were willing to pay greater costs for certain fashion names. To achieve this, Hijabi women (n=198) were given structured online surveys, and the data were analyzed using SmartPLS Software. The findings show that hijabistas' willingness to pay higher costs is significantly influenced by the trendy nature of the design and how it reflects their social identities, which prominently express their religious responsibilities and commitments. The study's findings have significant ramifications for the fashion industry's ability to handle opportunities in the growing market for hijabistas' products and to satisfy their needs as consumers of fashion.