Evaluating the Effect of Religiosity and Awareness of Fashion on the Intention to Purchase Hijab Products of Women in the Iranian Society

Subject Areas : Quarterly Journal of Woman and Society

Majid Ahmadi ¹ , alireza rousta ² , Zahra Gharedaghi ³

1 - Adjanct Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran

Received: 2023-06-03 Accepted : 2024-04-26 Published : 2024-07-22

Keywords: Religiosity, Awareness of Fashion, Content Marketing, Perceived Effectiveness of the Consumer, Intention to Purchase Hijab Products,

Abstract :

The aim of the research was to evaluate the effect of religiosity and fashion awareness on the intention to purchase hijab products of women in the Iranian society.

The current research is an applied research in terms of its purpose and a descriptive and correlational research in terms of data collection. The statistical population of the research is all female graduate students in the cities of Tehran, Tabriz, Mashhad, Isfahan and Shiraz. Also, the number of 384 people was determined as a sample using Cochran's formula method, and 410 questionnaires were distributed using available sampling method and 397 questionnaires were collected. The reliability of the questionnaire was evaluated by evaluating Cronbach's alpha coefficient, which was 0.820.

The results showed that religiosity, subjective norms, perceived consumer effectiveness, content marketing, awareness of fashion, and the source of fashion knowledge have a significant effect on the intention to purchase hijab products of Iranian graduate students in Tehran, Tabriz, Mashhad, Isfahan, and Shiraz. Also, the role of religiosity on attitude towards behavior has been shown. Attitude towards behavior has a positive effect on the intention to buy hijab products of Iranian women. Finally, the role of perceived behavioral control on the purchase intention of Iranian women's hijab products is insignificant.

In this research, religiosity had the greatest effect on attitude towards behavior with a score of 9.238, and perceived behavioral control had the least effect on the intention to purchase hijab products of women in the Iranian society with a score of 2.796.

References:

1. Holy Quran. 

2. Statements and speeches of the Supreme Leader, Ayatollah Grand Ayatollah Seyyed Ali Khamenei.

3. Sharifi, A., Naiemi, A., Kuini, F. (2022). Analysis and Critique of Fatemeh Mernisi's View on Original Research Hijab with Emphasis on Verse 53 of Surah Al-Ahzab. Research Journal of Quranic Studies, 13(49), 117-146.

4. Hesami, F., Basirat, M.Y. (2020). The Elements of Sociability (Method, Content, and Factors) of Hijab in the Social System of the Quran. Journal of Islam and Social Studies, 7(28), 95-118.        

5. Abdolmanafi, S., Soleimani, M. (2020). Investigating Effective Factors on Fashion Consciousness and Hijab Fashion Consumption Case Study: Isfahan City Women. Investigating Effective Factors on Fashion Consciousness and Hijab Fashion Consumption, 31(78), 25-28. 

6. Joshi, D., Patwardhan, M. (2020). An analysis of mental health of social media users using unsupervised approach. Computers in Human Behavior Reports, 2, 100036.

7. Nemati Far, N., Safoorai Parizi, M.M. (2019). Investigating the effect of social networks on hijab with an emphasis on the religiosity dimensions (Case study: Female users of Instagram social networking). Religion & Communication, 26(55), 335-362.

8. Heydari, K.H., Gadimi, M. (2020). The impact of the soft power of satellite TV channels on social patterning and lifestyle change among women (case study: women working in education in Zanjan city). Two Quarterly Journals of Social Police Research on Women and Family, 8(1), 149-170.

9. Agarwala, R., Mishra, P., Singh, R. (2019). Religiosity and consumer behavior: A summarizing review. Journal of Management, Spirituality & Religion, 16(1), 32-54.

10. Quoquab, F., Pahlevan, S., Mohammad, J., & Thurasamy, R. (2017). Factors affecting consumers’ intention to purchase counterfeit product: empirical study in the Malaysian market. Asia Pacific Journal of Marketing and Logistics, 29, 837–853.

11. Wibowo, H.A. (2017). The effects of Indonesia female religiosity on Hijab-wearing behavior: an extended of theory of reasoned action. International Review of Management and Business Research, 6(3), 1040-1050.

12. Aristawati, Q.W., & Prasetyo, A. (2021). Pengaruh Source of Fashion Knowledge Dan Fashion Consciousness Terhadap Hijab Fashion Purchase Intention Pada Mahasiswi Muslim Di Surabaya. Jurnal Ekonomi Syariah Teori dan Terapan, 8(4), 451-461.    

13. Hamdiah, D.F. (2022). Analisis Faktor-Faktor Yang Mempengaruhi Purchase Intention Produk Hijab Organic: Penerapan Theory of Planned Behavior, Pce Dan Environmental Knowledge. Ultima Management: Jurnal Ilmu Manajemen, 14(2), 221-235.

14. Putri, F., Hendratmi, A. (2022). Pengaruh Celebrity Endorser dan Content Marketing terhadap Purchase Intention Fashion Muslim. Jurnal Ekonomi Syariah Teori dan Terapan, 9(5), 672-680.           

15. Yaakop, A.Y., Hafeez, H.M., Faisal, M.M., Munir, M., Ali, M. (2021). Impact of religiosity on purchase intentions towards counterfeit products: investigating the mediating role of attitude and moderating role of hedonic benefits. Heliyon, 7(2), e06026.          

16. Hassan, S.H., Harun, H. (2016). Factors influencing fashion consciousness in hijab fashion consumption among hijabistas. Journal of Islamic Marketing, 7(4), 476–494.

17. Mohammadi, F., & Mansouri, A.A. (2021). Investigating the role of influencing factors on the intention to choose hijab (Case Study: Female Students of Islamic Azad University, Shahr-e-Qods Branch). The third international conference on management, tourism and technology, Malaysia.

18. Kalantari, A., Hemati Rad, F., Momeni, H. (2019). A sociological study of university student dress: objective and subjective factors. Journal of Woman and Family Studies, 7(1), 29-50.

19. Deh Yadgari, S., Moshabaki Esfahani, A., Bostam, H., & Elyasi, N. (2016). Presenting a structural model of factors influencing women's intention to purchase hijab clothing. Women and Family Educational Cultural Quarterly, 11, 7-30.   

20. Khoshfar, G.H., Bagheri, F., Barzegar, S., Noor Mohammadi, L. (2014). Investigating factors affecting the tendency to wear hijab and ways to improve it. Socio-Cultural Development Studies Quarterly, 3(4), 47-73.
 21. Minton, E.A., Xie, H.J., Gurel-Atay, E., & Kahle, L.R. (2018). Greening up because of god: The relations among religion, sustainable consumption and subjective well-being. Int. J. Consum. Stud, 42, 655–663.

22. Maloney, J., Lee, M.Y., Jackson, V., & Miller-Spillman, K.A. (2014). Consumer willingness to purchase organic products: Application of the theory of planned behavior. Journal of global fashion marketing, 5(4), 308-321.

23. Zabri, M.Z.M., & Mohammed, M.O. (2018). Examining the behavioral intention to participate in a Cash Waqf-Financial Cooperative-Musharakah Mutanaqisah home financing model. Managerial Finance.

24. Napawut, W., Siripipatthanakul, S., Phayaphrom, B., Siripipattanakul, S., & Limna, P. (2022). The Mediating Effect of E-WOM on the Relationship Between Digital Marketing Activities and Intention to Buy Via Shopee. International Journal of Behavioral Analytics, 2(2), 1-13.      

25. Abyar, Z., Karami-pur, AK., & Sharifi, SI. (2020). The Theoretical Challenges of Hijab in Post-Revolution Iran: An Analysis of the Current Approaches to Hijab and Chastity. Journal of Islam and Social Sciences, 12(23), 217-238.

26. Varshneya, G., Pandey, S.K., & Das, G. (2017). Impact of Social Influence and Green Consumption Values on Purchase Intention of Organic Clothing: A Study on Collectivist Developing Economy. Global Business Review, 18(2), 1-16.      

27. Hsu, C.L., Chang, C.Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145-52.

28. Chi, T., Gerard, J., Dephillips, A., Liu, H., & Sun, J. (2019). Why U.S. Consumers Buy Sustainable Cotton Made Collegiate Apparel? A Study of the Key Determinants. Sustainability, 1-15.        

29. Nam, C., Dong, H., & Lee, Y.A. (2017). Factors influencing consumers’ purchase intention of green sportswear. Fashion and Textiles, 4(2), 1-17.             

30. Gao, D. (2018). Research on the influencing factors of customer’s purchase intention in the context of content marketing. Proceedings of the 2018 2nd International Conference on Education Science

and Economic Management, 1184–1189.