CULTURAL CITIZENSHIP AND HIJAB FASHION: INSIGHTS OF CONSUMER IDENTITY

• Published in: Trames (Tallinn) Vol. 28; no. 3; pp. 275 - 292
• Main Authors: Inda, Peng, Li Hsun
• Format: Journal Article
• Language: English
• Published: Tallinn Estonian Academy Publishers 01.09.2024; Teaduste Akadeemia Kirjastus (Estonian Academy Publishers)
• Subjects: Citizens; Citizenship; Clothing industry; Consciousness; Consumer behavior; consumer ethnocentrism; Consumer goods; Consumers; Cultural factors; Cultural heritage; Cultural identity; Cultural sensitivity; Cultural values; Culture; dressing style; Empowerment; Fashion; Fashion designers; global identity; Hijab (Custom); Influence; islamic faith; Market strategy; Marketing; Marketing research; Muslims; National identity; Product development; Religion; Religiosity; Religious aspects; Religious beliefs; Social aspects; Traditions; Women; Indonesia; United States > US
• ISSN: 1406-0922; 1736-7514
• DOI: 10.3176/tr.2024.3.04

This study aims to analyze the impact of Consumer Cultural Identity on the fashion preferences and buying patterns of hijab wearers. A mixed-method approach to gather data on the fashion consumption habits of young citizen women who wear hijabs. The study revealed that religious beliefs significantly influence the fashion choices and purchasing behavior of Muslim young citizens women. Consumer Cultural Identity plays a crucial role in shaping fashion consciousness, with implications for marketing strategies and product development in the hijab fashion industry. The findings highlight the importance of considering religious devotion and cultural influences. Marketers and designers can leverage these insights to create more tailored and culturally sensitive products and campaigns. This research provides valuable insights for businesses looking to engage with the hijab fashion market, emphasizing the need to align products and marketing strategies with the religious and cultural values of the target consumers.