The influence of religiosity on Egyptian Muslim youths’ attitude towards fashion

Abstract

Purpose – The purpose of this paper is to measure the impact of the different religiosity dimensions on the attitude of Muslim youth towards fashion. Design/methodology/approach – To understand the relationship between religiosity and Muslim youths’ attitude towards fashion, a structured questionnaire was circulated amongst university students in Cairo and Alexandria (Egypt’s two largest cities) using convenience sampling method. Religiosity has been measured using the operationalized definition by Glock (1972), as consisting of five different dimensions: ideological, Intellectual, ritualistic, experimental and consequential. Likert scales were used to measure religiosity dimensions, and semantic differential scale has been used to measure the attitude of Muslim youth towards fashion. An initial sample size of 350 Egyptian Muslim youth was surveyed on-campus using face-to-face method by a group of volunteer trainer students. Findings – Cronbach’s alpha has been measured for all variables to ensure internal consistency. The findings provide evidence that a negative relationship exists with all of the religiosity dimensions under study and attitude of youth towards fashion. More specifically, the intellectual and consequential dimensions had the strongest negative significant relationships with attitude of youth towards fashion. Research limitations/implications – The results of this study should be considered in light of a number of limitations on which recommendations for future research are based. First, the use of a student sample, even if these consumers are important and justified for this research, may hinder the generalizability of the findings across other segments of consumers who might behave differently. Second, this study relies on the declared attitudes of the respondents, which are likely to be biased because of respondents’ inclination to give socially desirable answers and spiritually peace reactions. Such an evaluation cannot identify unconscious attitudes and behaviours. Practical implications – The paper’s interesting findings serve to remind entrepreneurs and marketers in general that they cannot neglect the element of religion in their marketing activities, particularly in the fashion industry and the development of apparel targeting Muslim women. Such an understanding will help both marketers in designing their marketing practices according to their Muslim consumers’ convictions, and academicians in their research endeavours. Originality/value – Investigating and measuring the influence of religion in general and Islam in particular on youth’s attitude towards fashion is considered a very contemporary and raw topic that shall have significant contribution to the existing literature, as well as to fashion designers and marketers.