Muslim Women's Purchasing Behaviors Toward Modest Activewear in the United States. (July 2021)

• Record Type: Journal Article
• Authors: Hwang, Chanmi; Kim, Tae Ho
• Is Part Of: Clothing and textiles research journal. Volume 39:Number 3(2021)
• Page Start: 175
• Page End: 189
• Publication Date: 2021-07
• Subjects: activewear -- modesty -- Muslim women -- theory of planned behavior; Textile fabrics -- Periodicals; Clothing and dress -- Periodicals; 677.005
• DOI: 10.1177/0887302X20926573
• Languages: English
• ISSNs: 0887-302X

Abstract

This study examines Muslim women's purchasing behaviors toward modest activewear in the United States and tests the underlying mechanism of intent to purchase activewear, based on the theory of planned behavior (TPB). A sample of veiled Muslim women ( N = 328) participated in this study. Results from structural equation modeling revealed that perceived aesthetic attributes and compatibility with regard to apparel functionality, expressiveness, and aesthetics are significant predictors of attitude toward purchasing activewear. Attitude and subjective norm are significantly related to intent to purchase modest activewear, and religiosity indirectly influences purchase intention through the social norm. This research extends the TPB and contributes to the growing body of research on Muslim consumers' purchasing behavior and to the growing modest apparel market and pro-hijab movement in the industry.